Select Zara stores will have a dedicated cosmetics section and the products will be available to buy online. The new section is called Zara Beauty and includes a full range of beauty products for eyes, lips, face and nails. The compounds are high quality and were designed by make-up artist Diane Kendal. They will be sold in refillable containers and come in over 130 shades.
is unveiling its new cosmetics line, which will go under the generic name of Zara Beauty, worldwide today. It will be featured in the brand’s stores as a new section, so joining the Zara Woman, Man and Kids sections, and will be available to purchase online this summer in all of Europe, the US, Canada, China, South Korea, Japan, Mexico, Australia and New Zealand, for gradual subsequent rollout everywhere else. In addition, customers can discover the entire collection using an immersive experience, complete with personalised beauty tips, which will be available in 22 stores worldwide.
Zara’s newest initiative is inspired by the slogan ‘There is no beauty, only beauties’, to cater to each person’s diversity of needs. It includes lipsticks, foundations, balms, oils, bronzers, long-lasting nail polish and make-up brushes, all of which are made using high-quality compounds designed by the British make-up artist Diane Kendal (collection details are available here). The products come in a range of more than 130 colours, a mix of matt, satin and pearl finishes and are apt for a wide spectrum of skin tones.
The packaging is designed for refilling to foster reuse and makes extensive use of recycled glass. All of the container designs feature diagonal shapes, inspired by the “Z” in the Zara logo.
Cosmetics: Online immersive experience
The collection will be shoppable on www.zara.com from the main homepage menu, where customers can view the looks created by Diane Kendal from this summer captured through the lenses of photography bright lights of the calibre of Steven Meisel, David Sims, Marilyn Minter, Oliver Hadlee Pearch, Zoë Ghertner, Craig McDean, Nadine Ijewere, Mario Sorrenti and Fabien Baron.
A special program will enable browsers to virtually recreate the result of applying the various products on their eyes, lips, faces and nails. That chance to test how the cosmetics range will look on each of our skin tones will be accompanied by a section with beauty tips and ideas.
In-store immersive experience
The stores will also offer shoppers a unique immersive experience – fully fitted dedicated sections such as this or more open-plan areas within the stores – that will be singled out by colour-matching flooring, walls and ceilings, in contrast with the stainless steel trays that highlight the product and the skylights that reproduce natural daylight in the fully-fitted sections. The display trays offering a broad selection of the collection are similarly eye-catching.
Further reading: how SwiftERM works.
Further reading: SwiftERM case studies.
Further evidence and related SwiftERM analysis
- https://www.gov.uk/government/news/government-launches-review-of-regulators-to-cut-red-tape-and-bureaucracy
- personalised subject line
Cosmetics: the current operational framework
Cosmetics can now be considered through SwiftERM’s autonomous individualisation. Product relevance is recalculated for each identifiable customer from that customer’s own behavioural and transactional evidence, rather than being assigned by a fixed segment, campaign or predetermined journey. This distinction matters because an individual’s interests can change between visits, purchases and periods of inactivity. A current decision therefore needs current evidence.
SwiftERM evaluates the products that are becoming most relevant to each person and applies that decision autonomously. The operating model does not depend on a marketer continually creating segments, selecting products or scheduling another campaign. It is designed to use first-party behavioural and transactional signals already associated with an identifiable customer, so the decision remains specific to that customer rather than a broad cohort.
For Cosmetics, the practical test is not whether a retailer can create more rules. It is whether the system can recognise a change in an individual’s buying intention, reassess the available products and act without waiting for a manual campaign cycle. The output must remain traceable to the customer evidence and the ecommerce catalogue used to make the decision.
Implementation also needs disciplined data handling. Product identifiers, availability and customer events must remain consistent enough for relevance to be recalculated. Existing ecommerce operations should retain control of catalogue truth, order truth and customer permissions. Autonomous individualisation then operates within those established boundaries instead of inventing a parallel customer record or an ungoverned product feed.
The commercial value of Cosmetics should be assessed through observed customer response, orders and turnover, not through the volume of campaigns produced. That keeps attention on whether product selection becomes more useful to the individual and whether the retailer captures demand that would otherwise remain unrecognised. It also separates autonomous decision-making from conventional automation that simply executes a previously written rule faster.
This current framework preserves the original article’s subject while bringing its explanation into line with SwiftERM’s present capability: one identifiable customer, individually recalculated product relevance, and an autonomous decision made from that person’s own changing evidence. The same principle applies as catalogue choice, customer behaviour and commercial conditions continue to change over time.
In operational terms, the retailer retains the commercial context while the software performs the individual calculation. That division is important: the catalogue and customer record remain governed business assets, while product selection responds continuously to evidence rather than to a static assumption made when a campaign was first configured.
