Specialty makeup brand Beauty For Real is
collaborating with American Eagle Outfitters on a collection of summer-oriented
cosmetics and personal-care items that enhance natural beauty.
For the debut five-piece summer
collection, Beauty For Real is teaming with Aerie by American Eagle; the
retailer's fast-growing intimates, swim and lounge division. The brand's
body-image campaign, called "Aerie REAL," uses models of various
sizes and doesn't digitally retouch photos.
"The collaboration was just the most
natural fit," says Shayne Hart, Chief Creative Officer of BLKBOXLabs, the
creative studio that breathed air into the partnership. "Aerie has decided
to champion the real beauty of girls and Beauty For Real was founded on exactly
that principle. Together, we’ve created something that is fun, playful, easy to
wear and modern… for real.”
The summer Beauty For Real for Aerie line
includes That Glow, a full body beauty balm that enhances and luminizes the
skin from head to toe; Glowstick, a multi-use bronzing and blushing stick for a
perfect summer glow; Sea + Surf Spray, a natural sea-salt and marine-extract
hair spray for an all-day-at-the-beach look and texture; Sunkissed, a duo of
lip glosses in beach shades for day or night; and Sugar Rush, a turbinado-sugar
and organic-coffee scrub for making skin bikini perfect.
The BFR for Aerie collection will continue
to grow throughout the year with new items for the Back To School and Holiday
seasons. All products are available exclusively in Aerie stores or online. The
Aerie brand targets females age 15 to 25 and sells at shops inside American
Eagle Outfitters stores, on the American Eagle web site and at 148 stand-alone
Aerie stores.
Specialty makeup brand Beauty For Real was
founded by high-profile makeup artist Leslie Munsell. Its "Beauty and
Grace" campaign recognizes beautiful women who are actively doing wonderful
things. Each month, the campaign features a Beauty Heroine who is positively changing lives. To honor
her work, Beauty For Real donates 25% of sales of her favorite product to her
cause of choice.
BLKBOXLabs advised the South Miami-based
company on brand strategy and product creation, developed unique fragrances and
designed all packaging for its Aerie initiative. The Fayetteville, Ark., shop
will also help relaunch the Beauty For Real brand in late 2015 and open stores
in the U.S. and Europe.