“Wear your favourite fashion designer on your fingertips.”
With this tagline, Luscious Cosmetics reveals a first of its kind campaign in Pakistan, Luscious Loves Fashion. It will be presenting a collection of limited edition nail colours created in collaboration with 14 of Pakistan’s leading fashion designers for Spring / Summer 2013.
“Each shade is representative of the designer we have chosen,” says Meherbano Sethi CEO Luscious Cosmetics. “I have been wanting to do this for a couple of years to pay homage to our designers who are making waves in the industry. We let the public and our clients on our Facebook page decide which designers they wanted and that’s how we shortlisted the 14 we have today.”
What is interesting about this collection is that each signature shade is truly representative of the named designer. Ammar Belal rocks with a rock and roll metallic grey shade, Elan with a luxurious lavender grey, Fahad Hussayn with a jeweled sapphire blue, HSY with a subtly shimmering red, Karma with a popping pink, Muse with teal and Nickie n Nina with amethyst purple.
The list doesn’t end there. They also have Nomi Ansari with a sizzling coral shade, Sana Safinaz with a showstopper red, Sania Maskatiya with a sunshine yellow, Sublime by Sara with a peppermint green, The House of Kamiar Rokni with a retro orange, Umar Sayeed with a Parisian pink and Zara Shahjahan with summery peach.
On their 5th anniversary, Luscious joins hands with the industry that supports cosmetics the most, and at the press conference, all designers excitedly spoke about their colours.
“This is super exciting,” says Khadijah Shah of Elan. “We went through many different colours but I feel it is lavender grey that truly represents my design house. It’s classic, chic and fun at the same time.”
Nina of Nickie n Nina says, “The rich purple we have worked on with Luscious captures the essence of our Baroque collection.” She feels it embodies what they have been doing this year and they couldn’t be happier working with the brand.
“Pink is my favourite colour — I have an entire brand named after this shade so it is no surprise that I chose pink to represent my design house,” says Maheen Kardar of Karma. “Meherbano is the modern contemporary face of cosmetics in Pakistan and Karma is so happy to be collaborating with them.”
Sara Shahid of Sublime by Sara says she is proud of what Meherbano has been doing. “I love everything oriental and hence, my colour is a zen green — its cool, fresh and perfect for summer.”
“Every time I have to wear nail polish, I use Luscious,” chuckles the comical Kamiar Rokni of the House of Kamiar Rokni. He feels this shade of orange is all about “fun, fashion and spice” and that is what the brand is all about.
“I’ve chosen a sunshine yellow,” says Sania Maskatiya via a recorded clip. “It’s so cheerful, full of life and makes you want to go out and play.”
This Limited Edition collection of designer nail polishes will be available at designer specific stores, select retail outlets and lawn exhibitions at Rs295 per bottle.
Published in The Express Tribune, February 27th, 2013.
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