The consumer products industry is hitching its wagon to the stars — and in no category is this more evident than in beauty.
While actresses and models have long starred in TV and print campaigns touting the latest makeup or scent, the roster of faces to have joined the fray lately rivals an Academy Awards ceremony. After A-lister Nicole Kidman began appearing as the face of Chanel No.5, her contemporaries obviously decided to join her, with deals ranging from straight representation to co-creator gigs.
The do-it-yourself flood in the prestige beauty market began this past spring, as Beyoncé Knowles and Sean “P. Diddy” Combs each signed scent deals with the Estée Lauder Cos., Britney Spears made a deal to do fragrance, color and skin care with Elizabeth Arden and Paris Hilton signed on for a fragrance project with Parlux. The trend continued throughout the year, with Donald Trump’s scent deal with the Estée Lauder Cos., Kimora Lee Simmons’ with Coty, Alan Cumming’s with Christopher Brosius’ new indie perfume firm and Michelle Branch’s limited-edition cosmetics deal with Lauder’s BeautyBank division. Models Niki Taylor and Cindy Crawford are also in the process of producing beauty lines. In mass, Iman inked a multiyear licensing and distribution deal with Procter & Gamble in October, giving it an entrée into the ethnic market and setting the stage for a showdown with archrival L’Oréal.
And that’s just the creators. Spokeswoman gigs, particularly in prestige, have flowed in at an even greater rate — Charlize Theron agreed in August to be the face of Dior’s J’adore; Scarlett Johansson in February became the face of Calvin Klein’s Eternity Moment; Kim Cattrall in August teamed with Liz Claiborne Cosmetics’ Spark Seduction, and Ashley Judd made a pact in June to front American Beauty, a new BeautyBank/Kohl’s brand.
They join stars filling the prestige world’s galaxy, including Jennifer Lopez for Coty’s Lancaster division, who has been widely credited with reviving the celebrity fragrance genre; Liv Tyler, the face of Givenchy’s Very Irresistible Givenchy and the house’s new makeup line; Catherine Zeta-Jones, the spokeswoman for Elizabeth Arden’s eponymous products — and beauty’s elder stateswoman, Elizabeth Taylor, who has created fragrances under her name with Elizabeth Arden since the Eighties.Why now, though? Reasons range from the strategy being a way to lift the prestige fragrance category from the doldrums to the public’s increasing appetite for all things celebrity-related — not to mention the stars’ increasing willingness to be wooed. While once the top stars would only tout products overseas — Madonna plugging Max Factor in Europe in the Nineties, for instance — they seem to have collectively decided that the deals don’t tarnish their standing with fans Stateside.
As Pamela Baxter, president and ceo of the Perfumes and Cosmetics Group of LVMH Moët Hennessy Louis Vuitton in the U.S., said in August as her brand signed Theron, “Celebrities, to younger consumers, are role models — and if you find one that fits your brand, it’s an automatic communicator of the lifestyle. But you have to be careful when you make that match, because today’s consumer is very marketing- and media-savvy.”
While time will tell if the stars have long-term wattage at retail, a number of beauty companies don’t appear to care. For instance, NPD BeautyTrends numbers show that one of the most successful celeb scents in history — Jennifer Lopez’s first scent, Glow by JLo — hit global sales of $100 million; her second, Still Jennifer Lopez, didn’t reach that, nor is her upcoming third, Miami Glow, expected to. But executives at fragrance licensee Lancaster have said they’re with J.Lo for the long haul.
Another industry observer perhaps summed up the celebrity scent trend best: “It’s quick money, and even if it isn’t for the long term, at least there’s the short term.”
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)