Hero – Prada Beauty

Prada Beauty Activating beauty

Insight

Beauty looks different these days.

The global luxury cosmetics market reached a value of US$ 47.35 billion in 2021. With a sea of competitors, success relies on a unique proposition at the crest of dynamic customer expectations. Prada has long transcended products, bringing avant-garde ideas to life and challenging existing ideologies through its fashion collections, which become tools of self-expression. For the launch of PradaBeauty.com, AKQA honours the boundary-pushing heritage of the Italian luxury house, crafting a new vision of beauty for today and beyond.

A smartphone screen displays the word PRADA in stylized, blue-toned text against a black background, centered on the device. A thin white bar appears at the bottom of the screen.

Idea

Finding beauty in the unexpected.

In launching the website and its associated social channels, Prada Beauty leads with the exploration and expression of progressive perspectives and purposeful possibilities of beauty.

From perspective-shifting photo shoots to curious fragrance animations, AKQA employed Prada’s values of avant-gardism, sophistication and a touch of eccentricity to propose an identity and platform where the audience is free to activate their own sense of beauty.

Four Prada perfume bottles—labeled Carbon, Black, and Sport Luna Rossa—stand side by side on a wet surface, against a light background with diagonal black lines. The bottles are sleek and modern in silver, black, and red tones.
A bottle of Prada Luna Rossa Sport perfume with a red base and silver top sits on a glossy surface, reflecting its image.
A person in a patterned, form-fitting gray outfit holds a bottle of Prada Luna Rossa Carbon perfume, positioned upright, against a light background. The focus is on the hand and the fragrance bottle.
A person in a light gray Prada shirt holds a silver and red Prada perfume bottle. Their hair is loose, and the image has a cool, modern aesthetic with soft lighting.
A sleek black bottle of Prada Black perfume is displayed against a dark background, with subtle reflections and highlights emphasizing its glossy surface.

Prada Luna Rossa brings to the fore a fragrance range inspired by the spirit of extreme sailing and adventure.

A Prada perfume bottle with a textured gold cap and an ornate label floats above swirling golden-brown strands in clear water, creating a luxurious and refreshing visual effect.
A person in an elegant, cream-colored outfit holds a bottle of Prada perfume against a soft green background, with their arm gracefully extended and the perfume bottle prominently displayed.
Three-panel image: left shows a close-up of a Prada perfume bottle cap; center displays pieces of brown wood; right features a full Prada perfume bottle against a light background with wood pieces behind it.

Prada Les Infusions welcomes a collection of sophisticated fragrances that are vivid yet subtle, inspired by fleeting memories.

Prada Candy Shop celebrates fragrances that are explosive, excessive and impossible to ignore, relaunched for Mother’s Day.

Impact

Elevating beauty content to the standards of high fashion.

As the first agency to work with Prada Beauty, AKQA established the founding platform, ensuring the brand experience is elevated to the standards expected for a luxury, high-end fashion house.

By creating a luxurious, experimental beauty hub, the vision of Prada Beauty’s social channels was set, breathing new life into existing franchise universes and elevating seasonal animations with a notable level of artistic craft.

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