StudioWest by Westside launches rule breaking Rani makeup range

Beauty standards have changed over-time. From simple black kohl for the eyes or beetroot flush for the cheeks to creating an art on the face – makeup has come a long way. Throughout the twentieth century, beauty products were designed for women with fair skin. Today, however, makeup has become more inclusive in nature with wide selection range for all skin tones.

Keeping the ever-evolving makeup space in mind, StudioWest by Westside announced the launch of fun, bold, and cool makeup range, Rule Breaking Rani. StudioWest has always celebrated diversity and inclusivity. With the launch of this new collection, the brand is once again putting the spotlight on beauty with pop of colours. The collection celebrates different versions of a Rani, such as Rebel Rani, Risque Rani, Radiant Rani, and Romantic Rani.

Rule Breaking Rani has taken an inspiration from the Gen Z’s. This is mainly because of their ideological leanings as they value self-expression, individuality, and inclusiveness. They mobilize themselves for several causes and rebel standard norms that has been set by the society. Rule Breaking Rani is an homage to the freethinkers of the times.

For this collection, StudioWest collaborated with start-up agencies like Whoa Mama Designs for fun and captivating packaging and Vivaci Luxury as their branding and marketing agency; both these agencies employ a GenZ crowd.

Speaking on the collection, Mr. Umashan Naidoo, Head of Customer & Beauty at Westside said, “We are thrilled to launch Rule Breaking Rani, an exclusive makeup range by StudioWest. With super bright pigments, Rani is a range for anyone who loves a burst of colour. It is fun, cool, inclusive, bold, sassy, and creative. The idea behind the launch is to break all rules in creating new contemporary looks.”

On collaboration with Whoa Mama Designs and Vivaci Luxury, Umashan added, “We collaborated with Whoa Mama Design, a Chennai based design-company to best depict our products with super fun and engaging packaging. Delhi-based Vivaci Luxury gratified the vision behind this range through a campaign shoot. In the future, we hope to collaborate with more emerging agencies and artists that largely employ Gen Z.”

Talking about the packaging, Mr. Shaun D’sa, Creative Head of Whoa Mama Design said, "The Rani range bears a very appealing visual identity. A retro mood: as the name suggests, we gathered inspiration for typography, elements from the vintage matchbox era, looking closely at the design language of standard fireworks, as well as retro Indian cinema. With fashion being cyclical, what was old will always be new. The Rani range, with its vibrant colors and eye-catching designs, is youthful and right on trend.”

On the campaign shoot, Director of Vivaci Luxury Private Limited, Akanksha Bhutani said, “As a 360° branding & marketing agency, Vivaci Luxury was given a brief to create something that was rule breaking. Our experience with Studiowest Rani was an enthralling one. It was not defined with any stereotypical segments; rather it included fun elements, showcased vibrant colour palettes, and added an oomph factor complemented by a GenZ vibe.”

The collection includes Eye Shadow Duos, Nail Polish, Colourful Eye Liners, Lip Gloss, Face Palette, Liquid Lip Color, Lipsticks. The price-point of the collection starts at Rs. 195 to Rs. 595. The beauty enthusiasts can now shop from a wide range of collection available online and across Westside stores.

Westside will also carry out a nation-wide social media contest on the makeup range launch where the Gen Z makeup enthusiasts will have to submit their portfolio through Instagram. The finalists of this contest will be invited for a challenge in stores to create makeup looks. The winner will get an opportunity to be featured on Westside reels, will win a Rani hamper, and be part of Westside’s 2023 summer campaign. Through this competition, Westside hopes to create a launch pad for aspiring GenZ makeup artists.