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Pantone names Butter London US beauty partner of 2017

By Deanna Utroske

13-Dec-2016
Last updated on 13-Dec-2016 at 19:30 GMT2016-12-13T19:30:21Z

Pantone names Butter London US beauty partner of 2017

The color standards company, based in Carlstadt, New Jersey, has teamed up with color cosmetics brand Butter London on a collection of product, featuring the 2017 Pantone color of the year.

Early this month Pantone announced that next year’s color is Greenery, the bright yellow-green of new leaves. “Greenery bursts forth in 2017 to provide us with the reassurance we yearn for amid a tumultuous social and political environment. Satisfying our growing desire to rejuvenate and revitalize, Greenery symbolizes the reconnection we seek with nature, one another and a larger purpose,” Leatrice Eiseman, executive director of the Pantone Color Institute, says in a statement about this year’s color on the group's site.

Green makeup

In Pantone’s press release announcing the 2017 color of the year (a practice that began in 2000), the company proposes how this pale green can be used in beauty: “In the ultimate personal display of boldness and vitality, Greenery is deployed as a chic, confident punch of color for hair, lips, eyes and nails. It is also a camouflaging base for natural beauty looks, with green makeup rooted in color-correcting trends. A complementary color to red shades, Greenery plays down ruddiness in the skin,” reads the Greenery for Beauty section.

For the US market, the official task of developing a collection around Greenery has been given over to Butter London. “When we were approached by PANTONE to collaborate on the Color of the Year 2017 collection, we felt so honored to have been selected as their exclusive beauty partner,” Sarina Godin, president of Butter London tells the press. “Headquartered in Seattle, we are intimately connected with the lush beauty of the outdoors, so the meaning behind Greenery felt like a natural fit,” she says in a media release from the brand.

The company’s portfolio of Pantone products will comprise 6 limited-edition nail polishes as well as two sets, 6 lip colors and one set, and an eyeshadow palette. Butter London is rolling out the collection first on its own ecommerce site, on Ulta.com, then in-store with that same retailer, and in February of next year, at Nordstrom.

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