Asos unveils first beauty range with Go Play campaign

The etailer’s millennial-focused range comprises value-focused colour products including lipsticks, eyeshadows and bronzers.

Retail Week first revealed that Asos was in the process of launching a beauty collection in May.

Asos will launch the collection with a new campaign, Go Play, which features a group of its target market 20-somethings with diverse beauty looks.

With the campaign shown across multiple platforms and channels, the etailer has also collaborated with Snapchat on an Asos lens, letting users recreate some of the looks from the campaign, and will promote the range via an experiential consumer event this weekend, allowing consumers to test Augmented Reality (AR) technology to virtually try on makeup.

Asos is launching its first beauty box this month too, with each themed box costing £12 a month.

Many youth-focused fashion retailers are expanding into beauty as they look to boost sales and reach consumers via multiple categories with New Look and Missguided launching ranges recently.