A WWD report reveals that the fashion mogul is already working to produce a follow-up collection, quoting sources close to both Beckham and Estée Lauder in suggesting it will launch next year.
Moving into other areas, Beckham is also said to be working with another partner - described as ‘a niche beauty player’ - to create a high-end skin care range.
The first collection, limited-edition and launched this September in Europe, the US, Hong Kong and Singapore, proved enormously popular: it sold out within a day on its dedicated sites on launch dates.
Popular collaborations
The question of how best to use celebrities and brand ambassadors has been a big focus for the industry over recent years, as the role of social media continues to evolve how consumers expect to interact with brands.
On the whole, researchers and brands have moved away from using celebrities in the traditional role of brand ambassadors, who represent products in advertising campaigns, and have moved towards using them in more creative, communicative roles.
L’Oréal UK’s recent announcement of its partnership with five of the top beauty vloggers in the UK is a good example of this shift, with the vloggers set to advertise the brand in new and disruptive ways, like hosting ‘takeovers’ of the company’s social media accounts.
The collaboration between Beckham and Estée Lauder is another instance of brands and celebrities partnering up in ways that consumers consider more authentic, with Beckham a respected fashion figure in her own right.
Authentic voice
Speaking of this year’s launch, Jane Hertzmark Hudis, group president of Estée Lauder, portrayed Beckham very much in this light.
“To us, she’s a next-generation Estée: Authentic, an entrepreneur, wife, mother, fashion designer — and she’s a beauty maven,” the company head explained.
“She knows her style, her point of view and about the way she wants women to look, feel, act and be comfortable in their skin — but really have a great deal of glamour at the same time.”
The sellout success of the first collection and reported work towards a second collection suggest the strategy of meaningful collaboration is working.