Starting in 1991 with 10 brown-based lipstick shades and a hallmark concept of keeping things simple, flattering, and wearable, Bobbi Brown Essentials today is a line of cosmetics with a full range of colors, fragrances, and skincare. Partnering with Safilo USA, celebrated makeup artist Bobbi Brown chose her first venture outside of cosmetics to be eyewear because “glasses are really an extension of your face.” Her goal in designing Bobbi Brown Eyewear is to teach women how to choose frames that enhance their natural beauty and complement their skin tones and personal style.
The eyewear incorporates a three-step system-Style, Color Palette, and Shape-to assist women in finding the pair best suited to them.
Style includes Trend (cat eye and retro), Modern (wayfarer and oversized), Classic (aviator and smaller styles), and Sport (oversized rectangular styles).
The color palette consists of nude/blush, which brightens the face; neutral, which supplements the skin tone to create a bare look; tonal, which balances the skin tone; and contrast, which strengthens and heightens the face and lips.
The collection features a variety of shapes to complement a wearer’s face shape. Round faces benefit from angular, narrow frames, particularly rectangles. Heart-shaped faces are best suited for frames that are wider at the bottom with rounded temples. Square faces are enhanced by styles that are larger, such as round frames. Oval faces can sport any style.
The ophthalmic offerings consist of 13 women’s and three unisex styles. In the Modern category, the geek chic Bobbi is a simple, classic look with a contemporary personality that blends with oval-, round-, and heart-shaped faces. The color fits into each color array. Also in the Modern grouping is metal unisex Demsey with its thick brow bar and bridge and a thin lower eyewire. Its colors work in the neutral and contrasting categories; it complements an oval-, round-, and heart-shaped face. Trendy Reese is a plastic that suits a round or oval face and is in the nude, tonal, and contrasting sets. The square look is softened by rounded corners, a pronounced front, and thick, tapering temples.
The suns feature 10 women’s and four unisex styles. Sporty plastic Harley/S has a square shape softened with a rounded lower temporal edge while the brow bar is nearly straight across with sharp corners at the upper temporal edge. This frame has a color that fits into any category and looks good on round or oval faces. Plastic Kennedy/S is a definite cat eye and has a thick, pointed upper temporal corner with a sharp curve down to the bottom of the frame. This trendy frame complements an oval, round, and square face and colors that fit into any category.
MARKETING THE BRAND
Safilo offers 24- and 48-piece eyewear displays along with a wall-customization option for displaying the color palette section of the three-step system. To further assist ECPs in getting the word out, the company also provides a logo block, 5-in. x 7-in. countercards, and brochures. Each ophthalmic frame is packaged in a silver case within a black box while every sunglass comes with a silver wristlet that has small compartments for makeup and includes a small mirror.
Brown’s conviction that “wearing the right eyeglasses makes any woman feel confident and look her best,” echoes the same belief eye-care professionals have, making this collection even more appealing.
Dee Carew is a licensed optician and ophthalmic writer in Holland, OH.
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