Studiowest by Westside launches makeup range 'Rani'

By

Isabelle Crossley

Published
Dec 16, 2022

Studiowest by Westside has launched a new makeup line named ‘Rani’. The new range has launched exclusively in Westside stores and is designed to cater to new trends in cosmetics and tastes of Gen Z consumers.

“We are thrilled to launch Rani, an exclusive makeup range by Studiowest,” said Westside’s head of customer and beauty Umashan Naidoo in a press release. “Rani is a range for anyone who loves a pop of colour. It is inclusive, bold, sassy, and creative. The idea behind the launch is to break all rules in creating new contemporary looks. The beauty enthusiasts can now shop the range available across select Westside stores. ”

Westside launched the line in collaboration with Chennai based design-company Whoa Mama Design which designed bold, youthful packaging for the cosmetics products. The business also worked with Vivaci Luxury to shoot a colourful and fun campaign to launch Rani. Westside plans to work with Gen Z creatives on promotional campaigns as it continues to develop the brand. 

“The Rani range bears a very appealing visual identity,” said Whoa Mama Design’s creative head Shaun D’sa. “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 colours and eye-catching designs, is youthful and right on trend.”
 
Rani launched with a line of eye shadows, eye liners, lip glosses, liquid lip colours, lip sticks, nail polishes, and a face palette. The range is priced from Rs 195 to Rs 595 and retails online and in select stores. 
 
Westside is owned by Tata Group company Trent. Headquartered in Mumbai, Trent launched in 1998 and describes Westside as one of India’s largest and fastest growing retail chains.