American model Bella Hadid is Prada Beauty’s first-ever global beauty ambassador. Image credit: Prada Beauty
Italy’s Prada Beauty is staking its claim in the blush category.
The brand is bringing a new product to market with American model Bella Hadid. Representing one of Prada Beauty’s most personal appointments yet, the newly minted global beauty ambassador stars in a campaign for Prada Touch.
Prada Touch
Ms. Hadid is Prada Beauty’s first-ever global beauty ambassador and centers the launch of its new blush, for which a campaign video opens with a simple inquiry rendered in on-screen text: “What touches you most?”
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Presented with a series of choices, Ms. Hadid lands on one of the three options, answering the prompts succinctly with quiet conviction.
In the first instance, a narrator asks the model of her preference between a text, a call and a letter.
“A letter,” Ms. Hadid says, in the video.
She responds definitively, selecting the Prada Touch blush compact that appears above the word like a button with her finger.
The question of whether attention, affection or desire is most resonant to Ms. Hadid is next.
“All three,” she says, in the video.
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Available in eight different shades, “Peach,” “Mauve,” “Cherry” and other colors from the line’s range are highlighted throughout. The cream-to-powder formula features stackable product packaging designed in the shape of Prada’s iconic triangle logo and retails for $42 each.
Coming to the Sephora app first, the beauty collection arrives online at both Sephora and pradabeauty.com on March 23, reaching the LVMH-owned retailer’s shelves in North America by the end of the month.
For now, Prada Beauty’s campaign video wraps with a final test for Ms. Hadid, which involves picking between loyalty, honesty and patience. She answers quickly, providing a response that speaks to the ambassador's values: “I think honesty and loyalty are both important.”
Representative range
The marketing powering Prada Touch is as much a product demonstration as it is a character study.
Campaign materials preview the line and showcase distinct product specs while drawing Ms. Hadid into a conversation about values above vanity.
Where heritage houses once relied solely on iconography and prestige to sell cosmetics, luxury brands today are increasingly asking consumers to consider what they want to feel, rather than exclusively focusing on what they want to look like.
The stance is one that Prada’s history suggests it is well positioned to occupy, with its consistent interrogation of fashion’s relationship to intellect and identity.
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Ms. Hadid's longstanding ties to the maison lend the appointment a degree of authenticity that extends beyond her broader currency as a spokesperson for high-end labels such as Swiss jeweler Chopard (see story).
Additionally, the announcement of the model’s appointment continues a celebrity-centric strategy that has driven makeup and skincare launches from Prada Beauty, developed in partnership with L'Oréal (see story), since its official start in 2023.