Revolve’s first beauty pop-up store attracted long lines of consumers hungry for beauty knowledge and products from the moment it opened earlier this month. Shoppers were eager to learn from superinfluencers such as Marianna Hewitt, makeup artists including Patrick Ta and product creators headlined by Jamie Sherrill of Nurse Jamie. Today, Chrissy Tiegen and Jen Atkin pop in for extra star power.But once inside, sales were also driven by a team of experts handpicked for the online retailer by Beauty Barrage, a beauty consulting group. “Our people that are working there are microinfluencers with their own following and postings of their work,” said Sonia Summers, chief executive officer of Beauty Barrage. “They are all serious makeup artists.” When hiring for events of this type, Summers said they zero in on licensed hair and makeup artists, as well as skin experts.The knowledge of the in-store staff helped generate big volume for the temporary Revolve beauty space that was closes on Dec. 22. The online apparel retailer is keen on beauty with the number of items stocked expanding from 42 to 175 brands in the last year. “Beauty has quickly become a powerful category for us and we’re investing substantially into building that offering and experience our customer craves from Revolve, said Michael Mente, co-ceo and founder of Revolve.[caption id="attachment_11080209" align="aligncenter" width="600"] Beauty Barrage job fair to gear up for Revolve.[/caption]In particular Beauty Barrage’s team was instrumental in boosting interest in the Build-a-Box station where customers selected from more than 100 products and received a 20 percent discount.Revolve is just one of the companies, both brands and retailers, seeking the knowledge of Beauty Barrage’s team to help elevate the experience in physical stores. Ulta Beauty has seen sales of the InStyler tool soar thanks to in-store support from Beauty Barrage.Dr. Brandt also relies on Beauty Barrage’s team to build awareness at Sephora. “The first time we used Beauty Barrage was during a three-week test in our New York market. During this test, we saw high-double-digit growth that continued well after the test period ended,” said Holly Bashor, vice president of sales and education at Dr. Brandt. “We are currently working with Beauty Barrage to help fuel top doors in Canada and are experiencing the same results.”Beyond staffing up, Summers said more companies are also teaming with Beauty Barrage for their sales forces, as well. “Even the big beauty companies with big budgets are looking to us,” she said. Instead of hiring a team of 20 people to fly across the country to spend a portion of their time at each retail locations, major beauty firms outsource that function to Beauty Barrage. “We have [more than] 300 boots on the ground on the retail floor educating staff or selling and doing demos for customers,” said Summers, who added that nets savings in travel costs while also boosting in store volume.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)