It’s a big week for , with the brand announcing it is taking its distribution global - launching into luxury e-tailer Net-A-Porter. This news comes alongside revelations the brand has teamed up with two renowned Australian personalities for its latest campaign.
The Net-A-Porter partnership will see Lanolips’ signature Lano Lips Hands + Allover products become available in all the e-tailer’s international shipping destinations - more than 170 countries.
Alongside the Net-A-Porter news, Lanolips has today launched a social media campaign a bit closer to home. Embracing its Australian roots, the brand has teamed up with model Montana Cox and fashion blogger Nadia Fairfax for its “Aussie Icons” campaign.
To find out more about the Net-A-Porter launch and “Aussie Icons” campaign, BD chats to Lanolips creator and CEO Kirsten Carriol.
What are you most excited about with the launch into Net-A-Porter?
It’s a huge milestone to take lanolin, an ingredient steeped into the founding fabric of Australia, to the world's premier luxury e-tailer. It's been many years of hard work.
What does the launch into Net-A-Porter mean for the brand?
I've had amazing customer and media support over the past six years, and it is very exciting to see Lanolips on Net-A-Porter alongside such amazing global luxury brands [available at the e-tailer].
Is this a key launch for the brand?
Yes, it means fans of Lanolips can now purchase Lanolips in all Net-A-Porter shipping destinations - that's more than 170 countries.
Why did you decide to collaborate with Nadia Fairfax and Montana Cox?
They personify iconic, natural Australian ‘cool’ to me. I wanted something natural and authentic with their own energy and personality to bring to the campaign. Nadia and Montana are friends so there was a great chemistry there. I love the naturalness about them and lack of vanity.
What will the girls be doing as ambassadors for the brand?
We have shot a social media campaign. Nadia was [the] creative director who brought in Australian clothing brands, Akubras, Dinosaur Designs, RM WIlliams and faded denim, which matches the blue of our new logo.
Will you be looking to do further work with social media influencers?
Working with social media influencers is definitely part of the marketing mix for brands, so I expect we will. I'm thrilled to have Nadia and Montana join us for our first campaign.
