Karl Lagerfeld and ModelCo celebrated the global launch of their limited-edition colour cosmetics collection yesterday, with a guerrilla-style activation in Paris.
A mob of 100Karl Lagerfeld + Modelco “Beauty Butlers” travelled to iconic landmarks throughout the city — including the Eiffel Tower, Les Tuileries, Champs Elysées, Saint-Germain-des-Près, Montparnasse and Opéra — all wearing custom-designed helmets with a 3D cartoon reinterpretation of Karl Lagerfeld. This design is also a key element in the collection, and appears on the Lip Lights Lip Gloss, one of the hero products.
The butlers’ final performance took place at Place Vendôme in front of the Hotel D’Evreux, where the official launch event took place. The entire space was transformed with hot pink décor and installations. Featuring more than 50 products, the limited-edition collection is now available through Karl Lagerfeld stores and Modelco.com, and key exclusive retailers: Nordstrom in the US; in Europe at Douglas, Nocibe, Cult Beauty and Galeries Lafayette; and in the Middle East at selected retailers.