Lorde: 'I hate weird product placements'

Herald online

22 May, 2014 04:10 AM3 mins to read

Lorde at the launch of her cosmetics range for M.A.C in New York. Photo / Twitter

It was just a matter of time before skyrocketting teen sensation, Lorde, sold her statement dark lip - and cosmetic label M.A.C was the perfect partner.

"I'm a really big fan of MAC and have been since before I could really afford it," 17-year-old Ella Yelich-O'Connor told Women's Wear Daily, revealing her first purchase was a pale pink lippie.

"When they approached me, I jumped at the chance. It's rare that you find a brand that feels so perfect. I hate weird product placements and endorsements that feel uncomfortable."

Wearing a grey Alexander Wang pantsuit, black Ann Demeulemeester sandals and silver nail polish, Lorde launched two products in New York City last night - a deep plum lipsticked named Pure Heroine (of course! - retailing here for $40) and a black eyeliner called RapidBlack ($40).

Lorde's image will appear on beauty counters at flagship M.A.C stores on the Champs-Elysees, 5th Avenue and Times Square before hitting NZ counters on June 27.

"The finish [of the lipstick] was important to me," Lorde told WWD. "I wanted people to be able to use it as a lipstick or press it on as a stain."

She said this level of detail is something she sticks to in everything she does.

"I'm very much involved - I'm designing the sets for my shows, I'm designing the lighting for my shows, I'm designing my merchandise. Basically, everything to do with me, I'm doing. I would get bored just doing one thing. I have a very clear idea of what everything needs to look like, to sound like. And I'm really bad at delegating."

She told the American website that the vision of Kanye West was an inspiration as was Grace Jones: "She's an icon and so badass".

Lorde's entourage includes fellow Kiwi and M.A.C senior makeup artist, Amber D, who together have crafted a distinctive performance persona "with a bit of drama," she told The Herald. Lorde would like to dabble more in beauty.

Lorde's first two beauty products. Photo / File

"I don't know about a fragrance, because I think I would have to find a way to make that feel cool and authentic, make it feel like me. But I loved the collaboration with M.A.C," she said.

"I kept it short because I wanted to make the two products more important to me, that would be a good addition to anyone's makeup bag. But I'd like to do more lipsticks."

A poster girl for keeping it real, Lorde told The Herald that she wasn't "promising perfect skin".

"I'd like to think my products are about highlighting aspects of your face that you really like and you want to accentuate, because that is what I do because I am not so confident about my skin," she said.

Lorde is currently on tour - next stop Glasgow. Stops in Berlin, the Netherlands, Paris and Rome are also planned.