For years, the beauty industry has marched to the incessant drumbeat of newness. According to conventional wisdom, a company has to constantly launch new products in order to hold its market share and therefore its space at retail. But after a decade of raining product introductions, particularly in the fragrance market, there is talk by some marketers of a growing need for a new brand of newness— launches that echo the heartbeat of the franchise.
The familiar ring of classic names resonates louder than ever with recession-jittery consumers, or so the theory goes. Newness is as necessary a tonic as ever, but the real objective now seems to be all about offering the kind of newness that builds the core.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"