NEW YORK — With groovy, wall-sized images of Cybill Shepherd and Cheryl Tiegs beaming out over a light-filled downtown loft, Cover Girl took the beauty press for a walk down makeup memory lane this week. Not surprisingly, the history-studded...
NEW YORK — With groovy, wall-sized images of Cybill Shepherd and Cheryl Tiegs beaming out over a light-filled downtown loft, Cover Girl took the beauty press for a walk down makeup memory lane this week. Not surprisingly, the history-studded stroll just happened to wind up at a display focused on two upcoming products and an entirely new in-store look.
Partnering with the Smithsonian and trend expert Michael Kucmeroski, the Cover Girl team pulled together an impressive array of artifacts and images from the last 50 years. Amid curated vignettes of furniture, tchotchkes and ad visuals arranged by decade, the “House of Beauty” installation traced the history of the brand’s iconic “clean makeup” philosophy. (Note to beauty-trivia buffs: It started with Procter & Gamble’s incorporation of foundation pigments into its flagship Noxzema skin cream.)
Cover Girl’s near-term future, however, will include the launches of TruBlend Pressed Powder and Outlast Liquid Makeup, both of which are slated to hit the market in January. The wall unit, described as an “overhaul” by Anne Martin, vice president of global cosmetics and beauty marketing for P&G, will also be unveiled nationally at the start of the year.
The new pressed powder, which will retail for $7, borrows heavily from TruBlend Liquid Makeup’s “true to you” shade-matching technology. According to the company, just six shades of the sheer, natural-finish powder matches 97 percent of all skin tones.
Following on the heels of Outlast All-Day Lipcolor and Outlast Smoothwear Lipcolor, Outlast Liquid Makeup breaks fresh ground for the brand. Billed as the first-ever two-step foundation, it includes a “base coat” and a “color topcoat.” The base coat, which functions as a primer of sorts by evening out skin tone and texture, also shields the skin from UV ray damage through the incorporation of an SPF 14-level sunscreen. The color topcoat, which emulsifies on contact with the skin, is transfer-resistant and meant to stay color-true for hours. The product will retail for $8.99 and is available in 15 shades.
Despite the two-step process, Martin said the new product is, in fact, a time-saver. “It’s actually meant to provide an easier way to get a natural look that lasts all day,” she said. “We know women already put on different products anyway. So now she can get all-in-one moisturizer, primer and pore minimizer. And with the nozzle right next to that, she can add color.“That’s the beauty of a company like P&G,” added Martin. “We’re experts in both skin care and cosmetics, so we can really take advantage of that.”
Cover Girl will support both items with print advertising, breaking in February books, as well as television. While Molly Sims will represent the pressed powder, Elsa Benitez will be the face of the liquid makeup.
The company does not break out figures, but industry sources estimate Cover Girl is looking to do a combined first-year retail volume of $60 million for the two items.
Also on deck for the brand is a new retail merchandising unit. According to Martin, the last major in-store revamp for the brand was put in place in 2001. While that retooling involved the incorporation of cool, warm and neutral color-typing and “Tiny Tries” low-cost sampling, the new wall unit is even more shopper-friendly. Among the highlights: clearly marked, zoned areas for “face,” “color” and “eyes”; the uncarding of several key products — including liquid foundation — for easier shade selection, and the addition of miniature versions of key advertising visuals so shoppers can connect the mental dots between the products they see in print and on TV and what’s on offer right in front of them.
“The shopper is boss,” said Martin, “but she’s just bombarded with products. She says, ‘I get to the store, there are thousands of shopkeeping units, and I need help sorting my way through.’ So we heard her loud and clear.
“We’re all about ‘easy, breezy, beautiful,’” added Martin, referencing Cover Girl’s famous slogan. “So it’s important that we offer a fun shopping experience.”
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)