Photo via KateSpade.com
Sasheer Zamata has moved on from the SNL soundstage to the beauty counter as one of the fresh faces of Kate Spade’s latest fragrance, In Full Bloom.
Zamata joins award-winning actress Laura Dern (aka Admiral Holdo from The Last Jedi or Renata from Big Little Lies) and Rookie editor and actress Tavi Gevinson. While the ads mark the first major beauty contract for Zamata and Dern, Gevinson has pulled up to the beauty bar before (so to speak) as the former face of Clinique’s 2015 #FaceForward campaign.
While most beauty brands tend to tap one star to solidify the image of their latest breakthrough, Kate Spade sought to craft a campaign that would touch women of all ages by tapping the three all-stars whose 21 (Gevinson), 31 (Zamata), and 51 (Dern). “We focus on a psychographic instead of a demographic,” Brian Vander Meyden, vice president of global marketing and prestige sales at The Premiere Group, Kate Spade fragrances’ distributor, told Women’s Wear Daily. “To have women of three different ages speak to what in full bloom means to them makes [the fragrance] unique.”
As part of the campaign, the trio shot individual video “love letters” to themselves that you can check out below. They also shared pearls of wisdom in a few clips with Zamata highlighting how important it is to have friendships built on lifting each other up; Dern reminding everyone about how the mistakes we make ultimately end up helping to shape who we are; and Gevinson focusing on the building of trust and the subsequent feeling at home with your S.O. when it comes to love. And all of the videos are worth a watch if you want to brighten up your day.
When it comes to the scent itself, In Full Bloom features fresh and vibrant notes of rose petals, rose centifolia, peony, lemon and green tea. The juice comes housed in a teardrop-shaped bottle topped with the same white rose at the heart of the perfume (though it appears a little reminiscent of Marc Jacobs’ throwback aroma, Lola). The perfume will be available tomorrow, March 1, in four sizes with prices ranging from $28 to $98, plus a body lotion priced at $50 so you can slather the scent all over before spring even starts.