The new face of CAMP cosmetics line

By Katie Bird

- Last updated on GMT

CAMP Cosmetics has found celebrity endorsement in the face of famous New York transsexual Amanda Lepore.

The star is claimed to be the first transsexual to have her own makeup line.

The Chicago-based company CAMP, which stands for Cosmetics and Makeup Professionals, runs on the slogan ‘Women are born beautiful…we make them pretty’ and errs towards to the lighter, more enjoyable side of the multi-billion dollar industry.

The Lepore limited collection includes a signature red lipstick called Lepore Red, Lepore Champagne for the cheeks and an eye palette aptly named Lepore Metamorphosis.

Only on the internet

Currently the limited collection is available on CAMP’s website, however the full collection will be launched in the company’s boutiques early next year.

Unconventional as it may seem the partnership could reap significant economic gains for the company as it seems much of what Lepore touches turns to gold.

Lepore went from young boy growing up in New Jersey to the muse of photographer David LaChapelle, via a small stint as a suburban housewife and considerable time spent on the operating table.

According to her biography, the limited edition watch ‘Tranny Time’ from Swatch, which featured one of LaChapelle’s images of Lepore, was the fastest selling limited edition products the company has ever released.

World's most famous transexual

Commenting on the choice, CAMP founder Michael Perich said: "Why have the world's most famous transsexual representing a line of our cosmetics? Why not? Amanda's beauty goes way past gender. She is one of the most glamorous personalities in the art, fashion and gay worlds. Anyone with as much influence in those worlds is just an obvious choice for us!"

Indeed, Lepore describes herself as modelled on the blond, red lipped glamour of the 1950s bombshells.

It is true that brand champions are often chosen from the most fashionable of Hollywood’s hot new things.

But consumers may well be growing tired of the Britneys and Paris Hiltons of this world – a far from conventional model might just hold the key to success in an increasingly saturated market.

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