Welcome to an exciting new chapter in Mecca Cosmetica‘s journey… The launch of our new Signature Line. Mecca Cosmetica’s Founder, Jo Horgan shares her vision for the new collection.
Can you share with us your thoughts on the inspiration behind the new Mecca Signature Line?
“This brand is the culmination of 16 beauty-filled years and millions of in-store experiences, trialling and testing thousands (and thousands) of products, harnessing the inimitable passion and expertise of our beauty obsessed staff in stores, distilled into a collection of 79 products that have our customers in mind every step of the way.”
How would you describe the essence of the new collection?
“This collection is our expert beauty edit of products that have been designed to enhance our customer’s beauty routine. It is truly a line created by the beauty obsessed for the beauty aficionado.”
What makes this range unique?
“We felt that our approach to the product development process was what made this range so unique. Each new product was developed through a continual beauty feedback loop involving our incredibly passionate in-store teams, our discerning customers, our obsessive development team and our international passion for beauty. We call this our ‘Living Lab of Beauty’ – an alchemy of expertise, experience and passion, inspiring and perfecting every product in the range.
Throughout this incredible journey we completed over 160 briefs and worked with unbelievably knowledgeable and passionate formulators to come up with 17 new products. Together with our Living Lab of Beauty we approved, reworked or shelved each one of these samples to get us to our final complete range, made up of brand new products and Mecca icons.”
Can you share some insight into the new-look design?
“We started working with the team at Fabio Ongarato Design early last year and looked at how we could bring the brand to life by creating a design that would elevate the range, and showcase the quality of the formulations inside. Inspired by our Living Lab of Beauty, we have created a new identity that represents who we really are at Mecca Cosmetica. We are thrilled with the result which delivers a completely new look and feel for the collection.”
What was it like seeing the collection come to life?
“It has been one of my absolute highlights of Mecca’s 16 year journey so far, and I really hope you, our customers, enjoy our line-up as much as we have loved creating it for you.”
We invite you to join our Living Lab of Beauty… Join us in-store to experience our new range. Visit meccacosmetica.com.au to share your thoughts, your feedback and your favourites and let us know the products you want in the future.
Shop the new collection online and in store at Mecca Cosmetica and Mecca Maxima now.