Scarlett Johansson has a new skincare line coming out on March first called The Outset, which she has cofounded with Kate Foster, a fashion executive. These two first made the announcement of the project in June of last year, and now they’re hyping it with a website, promo video and Instagram account. I can’t believe how ridiculous the promotional material is. Watch the video below, it looks like an SNL short. So far the website is just a giant animated place holder that collects user information. The concept is “clean” skincare, as if that market isn’t already saturated. Here’s part of the NY Post’s writeup:
Johansson’s new brand, The Outset, now has both a website and an Instagram account, the latter of which currently features a series of black-and-white photos — including one of the screen star’s famous profile.
Both promise a launch date of March 1, 2022.
“I’ve been the face of several luxury brands throughout my career, and all of those experiences were really wonderful,” Johansson told Vogue in the magazine’s March issue.
“I guess I always felt that I was sort of playing a character in those campaigns, and as I evolved, I wanted to create and represent a brand that was true to me.”
She also said in a video with co-founder Kate Foster that she hopes The Outset will be a “truly universal and accessible brand.”
Of course this is pretentious as hell with absolutely no details to back it up. The promotional images are laughable. “I was sort of playing a character in those campaigns, and as I evolved, I wanted to create and represent a brand that was true to me.” Is there a market for a skincare line from her? She should have started with perfume. Ostentation by Scarlett. It smells like a bamboo forest after a monsoon.
Watch this video I’m not overselling it. It’s real and not a parody. In the SNL version, the actors would be rubbing their faces on grass and trees and handing money to people in lab coats.
— celebitchy (@celebitchy) July 15, 2019
This is from their Instagram account. Did they not hire a graphic designer? What kind of font is this? Look at the R!
Photos credit: Avalon.red