NEW YORK — Chanel hopes to leverage the success of this past Christmas well into 2005. But unlike December, which owes a debt of gratitude to the fragrance business, spring’s major focus is skin care.
“We’re coming off of a great year,” said Jean Hoehn Zimmerman, executive vice president of sales and marketing for Chanel’s U.S. beauty business. “Fragrance was up 18 percent last year, color was up 8.5 percent and treatment was up 20 percent. In December, our Chanel No. 5 business alone was up 30 percent.”
One of the key drivers behind fragrance growth — and, indeed, the Chanel beauty business as a whole in the second half of 2004 — was a luminous TV and print advertising campaign featuring Nicole Kidman, which broke last October in the U.S. While retailers note that Chanel No. 5 is always a sales winner over the holidays, many credited the Kidman campaign for helping to spike the business even higher this past December. Hoehn Zimmerman concurs. “The campaign brought many more people to the counter,” she said. “And we’re keeping them there with great new products for 2005.”
The chief advertising and promotional push for the brand during the first half of this year will focus on Hydramax Plus, a new moisturizer that the brand is launching this month, noted Annette Falso, vice president of new product marketing and training for Chanel’s U.S. beauty business.
Hydramax Plus includes extract of butterfly lavender, which is said to boost hydration by stimulating “water-trapping” proteins, and encapsulated extract of samphire, a seaside plant that grows in sand and rocks, and which is said to trap moisture in skin. Serum and cream versions are being launched in Chanel’s full beauty distribution in the U.S., currently about 850 department and specialty store doors.
Advertising is breaking in Vogue now, and will appear in Elle, Allure and Marie Claire, among others, beginning in February. Both single-page and spreads are being placed. None of the executives would comment on advertising and promotional spending, although sources estimated that Chanel would spend upward of $1.5 million to promote Hydramax Plus this year.
In April, Chanel will introduce Hydramax Plus Tinted Moisturizer Boost, the brand’s first foray into the category in close to 15 years. It will be supported with a direct-mail initiative with Nordstrom, which will invite consumers into the retailer’s doors for a sample of the Hydramax + serum.As well, Rectifiance Intense Sérum Retexturizing Line Corrector, a product intended to provide short-term cosmetic improvement with soft-focus pigments and long-term wrinkle correction with a proprietary blend of cyathea, Neroli and microproteins, will get a major ad push later this spring, noted Elizabeth Mankin, vice president of marketing for Chanel’s U.S. beauty business. Although she wouldn’t comment on spending, sources estimated that Chanel will invest upwards of $2 million on advertising and promotion for the product this year. All magazine advertising will comprise spreads. The first runs in Vogue in May, followed in June by a raft of other books, including Allure, Harper’s Bazaar, Architectural Digest and Marie Claire.
Altogether, said Hoehn Zimmerman, one-third of Chanel’s advertising and promotional budget will be spent on skin- care advertising this year. Two additional skin-care launches — planned for the second half of 2005 — will get major ad play this fall, she said. She declined to give further details on these products.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty