Los Angeles – In a city where everyone is trying to sell themselves, word-of-mouth recommendation is extremely valuable.
Violet Grey is a new luxury beauty retail platform comprising a recently launched e-commerce website and new flagship store that determines what goes on its shelves – both virtual and real – based on recommendations from celebrity stylists.
Every product has to pass The Violet Code. It must be authentic, that is, found in make-up artists’ kits; validated, that is tested for performance by the Violet Grey community; and coveted, ‘declared necessary by influential names in the beauty and film industries’. Violet Grey is as much about Hollywood as it is about beauty. The name comes from the colour of Elizabeth Taylor’s eyes, combined with the surname of its founder Cassandra Grey, and the interiors appear like an Old Hollywood boudoir, a coven of secrets and expertise.
The website features regular editorials on Hollywood actresses, and interviews and tutorials with the best make-up artists in the business. In The Convergence Economy, retail has to be about more than just a store. It has to have personality, emotion and values reflected in carefully curated products and considered design. For more, read our Convergence Retail market report.