Hers is the face that launched a thousand campaigns, so it’s by any measure a bit of a coup for BioMimetic Laboratories to have iconic supermodel Linda Evangelista involved in the creation of its Erasa XEP-30 skincare line.
BioMimetic Laboratories is a venture-backed startup from the portfolio of Skyler Brand Ventures, an R&D incubator in the cosmetics industry. Erasa, which launched last year, is a skincare concentrate with an anti-ageing formulation developed by chemists.
As vice president and creative director, Evangelista is a key member of the product innovation team, utilising her model status and knowledge of the fashion and beauty industries to help the Erasa scientific team create products that resonate with today’s women.
Jules Zecchino, chief technical officer for BioMimetic Laboratories, believes that Evangelista’s experience over the years maintaining her looks both on and off the runway gives her a unique perspective.
“We believe Linda will tremendously enhance the quality of the products in our pipeline, and expect her expertise to have an immediate impact on product creation,” he says.
Evangelista and BioMimetic are working on two new moisturisers that will be available in mid-2017, as well as a new eye gel and lip renewal product set to launch by early 2018. BioMimetic is currently distributed in the US, but has immediate plans for expansion into Canada and the UK.
“Linda is a fully-fledged member of the company, and directs all our creative elements – from our website, to executing PR strategies with our business partners,” says Zecchino. “She also rolls up her sleeves and comes out to the laboratory with me every week to provide insights into the type of new products we should be developing, as well as evaluating and giving comments on how to modify and perfect each product’s aesthetics and performance as we go.”
Evangelista explains that she’s been an avid fan and user of Erasa since a friend gifted her the product, and that it is “wholeheartedly a product I believe in and stand behind.
“I aspire to elevate and bring awareness to the brand so that women everywhere can benefit from the outstanding results,” Evangelista says.
