Drest enters beauty, Gucci is debut brand partner

By

Sandra Halliday

Published
Oct 1, 2021

Drest has been extremely busy with new brand partnerships of late and now it's linking up with Gucci as it moves into the beauty arena. The luxury shopping-meets-gameplay app focused purely on fashion when it launched exactly two years ago and now said that it’s “set to disrupt the beauty industry with the launch of Beauty Mode”. 

This new “hyper-realistic close-up gameplay feature enables players to showcase their make-up-artistry skills and explore their creativity with cosmetics on Drest’s model avatars”, it said.

Beauty Mode debuts with exclusive luxury beauty launch partner Gucci (which was also its partner at launch in 2019) with the collection reflecting “the idea that make-up is a way to show one’s character and personality, with self-expression and diversity at the core of each product”.

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The Gucci Beauty offer features exclusively on Beauty Mode from Friday until October 8 in conjunction with the launch of Palette Beauté Des Yeux Floral, the first eyeshadow palette from the label. 

“With lipsticks, eyeliners, nail polish, mascara and more featuring alongside the Palette Beauté Des Yeux Floral, players can take inspiration from the vintage designs and pigmented shades with two beauty shoot challenges and a moodboard challenge that reflect the brand’s unique aesthetic and ultra-desirable, cult products,” Drest said. 

The Beauty Mode challenges will be free to play and shoppable via direct links to the partners’ e-commerce platforms. Players who engage with it will also be gifted a digital beauty product that can be used in later challenges. 

Unbranded Beauty Mode challenges will go live on Drest in January.

Company CEO and founder Lucy Yeomans said beauty has been on her agenda since she first had the idea for Drest a decade ago. 

She added: “As a magazine editor, I witnessed the power of beauty and its ability to influence fashion and vice versa. I love how beauty, like fashion, is a creative form of experimentation, discovery, and self-expression which is why it belongs on Drest. The challenge for us was getting Beauty Mode right and showcasing beauty in a way that excites and delights our players and our partnering brands”.