L’Oréal has a new guy in its corner helping the beauty powerhouse understand the male point of view.
Men’s hair- and skin-care brand Baxter of California certainly wasn’t one of L’Oréal’s splashiest or biggest acquisitions, but it may have an outsized impact on the company’s future. Estimated by industry sources to have generated $3 million in annual sales when it was bought in December 2012, the same year L’Oréal made headlines picking up Urban Decay, Cadum and Vogue, Baxter of California has quietly given L’Oréal a foothold in an aspirational, trendsetting segment of the men’s personal-care market and provided valuable insight on what’s driving men’s grooming choices.
Steve Aoki held a presentation, a runway show and outdoor concert for his men's line Dim Mak. Here's a look from his spring 2018 collection, which was titled "Paradise Found." #wwdfashion #wwdmens (📷: George Chinsee)
"It's really hard sometimes. I think I have a reputation for being really tough and aggressive and pushy but I really am a very shy person who wants to be liked, and that's the conflict constantly. There's something that takes hold - I want people to like me, I don't want to be mean - but if I see something that just cries out to be answered, I go for it," says renowned NBC News correspondent Andrea Mitchell. (📷: @axeldupeux)