Rabanne
Paco Rabanne becomes Rabanne and enters the beauty sector
Photo: Charles Nègre for Rabanne Beauty
REBRANBDING
Luxury fashion house Paco Rabanne, now known as Rabanne, has embarked on a rebranding strategy to modernize its image and appeal to a global audience. The brand has adopted the new name Rabanne and a redesigned logo featuring lowercase letters, drawing inspiration from its first fragrance. The aim is to rejuvenate the brand while still honoring its rich heritage.
In addition to the rebranding, Rabanne is venturing into the beauty sector with its new product line called Rabanne Beauty. The brand's inaugural makeup collection focuses on self-expression and encourages customers to explore their creativity. The products feature metallic shades that resonate with the materials used in fashion. The range includes colorful eye palettes, mascara, red lipstick, and a luminous finishing spray.
Makeup artist Diane Kendal is Rabanne’s new creative director of beauty. Photo: Liz Brown/Patrick McMullan via Getty Images
The Beauty Collection
Rabanne introduces a new makeup collection that encompasses four categories: Eyephoria for eyes, Rouge Rabanne for lips, Nudes for skin coverage, and Arts Factory featuring innovative, multi-purpose products. The packaging mirrors the brand's metallic and futuristic aesthetic, reminiscent of iconic Rabanne designs like the 1969 bag and XL link jewelry, with high-gloss gold, silver metallic, and mirrored finishes. The collection ranges in price from approximately $20 to $40.
Initially, the makeup collection will be exclusively available on Rabanne's e-commerce site and select boutiques in August. It will later launch at prestigious retailers including Selfridges in the UK, Sephora in Europe, the Middle East, and Africa, and Ulta Beauty in the US. The collection will also be showcased at Rabanne's Spring/Summer 2024 show during Paris Fashion Week in September. The makeup looks will be curated by Diane Kendal, a renowned beauty product consultant known for collaborations with brands like Marc Jacobs Beauty and Calvin Klein Cosmetics.
In a highly competitive beauty industry, Rabanne joins the ranks of luxury brands such as Chanel, Dior, YSL, Gucci, Valentino, and Hermès. Prada, which recently ventured further into beauty, and Balmain, partnering with Estée Lauder, are also expanding their presence. The changes made by Rabanne pay tribute to the avant-garde legacy of its founder, who played a pivotal role in the 1960s Space Age movement.
Photo: Acielle/Styledumonde
The launch comes as the 60-year-old house rebrands to “Rabanne”, as it seeks to merge fashion and beauty under one unified vision. The new visual identity and logo — Rabanne written in lowercase letters, in a minimalist style — will be rolled out over the next 12 months across its retail and marketing touchpoints.
Rabanne Beauty will first be available on the brand's e-commerce website, followed by launches in major department stores and retailers starting in August. The makeup line will also be showcased at the Rabanne Spring-Summer 2024 fashion show. Rabanne, part of the Spanish conglomerate Puig which also owns brands like Jean Paul Gaultier and Nina Ricci, experienced a 40% increase in net revenue in 2022 compared to 2021, reaching €3.62 billion.
