By  on February 11, 2011

Welcome to the new WWD Beauty Inc! This magazine marksa new era in beauty publishing for WWD, one that buildsupon our heritage of being a news leader and provides theinsight and analysis that we hope will enable you to stay onthe cutting edge of business thinking. As we were puttingthis issue together, many people in the industry asked me what prompted us torethink our editorial approach. The answer: At a time when the industry itselfis changing so dramatically—and so quickly—we knew that staying ahead of theever-evolving business curve was incumbent upon us, as well.

One of the most dramatic changes that is taking place revolves arounddemographics and age. The old distinctions that used to exist are rapidlydissolving—for proof, look no further than this month’s cover stars, the67-year-old supermodel Lauren Hutton and the 20-year-old rising starAshley Smith. Hutton, the iconic American beauty who ushered in an age ofindividualism that opened the door for generations to come, may be almost 50years older than Smith, but I think you’ll agree in looking at Ruven Afanador’swonderful pictures that the two women look like contemporaries.

But the changes revolving around agingare much more than skin deep. As PeteBorn writes in “When Worlds Collide”: “Theonce homogenous world of big-time beautymarketing is being pulled apart not only bya painful contrast between the recession- plagued countries of the West and those inthe vibrant East, but also by the wideninggap between graying Baby Boomer marketson one hand and the youth-fueled ascendantsocieties on the other.” For a fascinating andin-depth look at where this new dynamic istaking us, turn to page 30.

Not only is the world getting younger—people areliving longer, too. Over the last decade, scientists have become increasingly adeptat identifying the genetic factors responsible for aging. Already, in laboratoryanimals, they are able to manipulate genetic material and impact life span. Is thetime near when the same is possible for humans? Read about the latest advancesin the field of aging research in “Endurance Testing” on page 36.

Of course, all of this presages a major metamorphosis for the industry, and GinaDrosos, group president of global female beauty at P&G Beauty & Grooming, willno doubt be among those who are leading the charge. As an executive who thriveson challenging the status quo, Drosos is perfectly positioned to embrace the future.“People who seek out change see opportunities that other people don’t see,” she toldme during our in-depth interview for “Master Class,” a new feature in which anindustry leader discusses his or her strategic vision and leadership style.

That sentiment perfectly sums up everything we’re trying to achieve withthis magazine. To that end, you’ll find a number of new departments in ourpages. Corner Office is where we turn the focus on you—the people who shapethe industry, from the secrets of a ceo to Linda Wells’ first job (find out whatit was on page 14) to the latest executive shuffles. Beauty Bulletin has thelowdown on the month’s key products and places, while Consumer Chronicles presents a multifaceted look at our industry from a shopper’s point of view—what’s selling where, who’s buying what (and why), how much is selling. Ourgoal is to inform, educate and entertain, and we hope that you’ll enjoy WWDBeauty Inc as much as we enjoyed putting it together. Drop me a line atjenny_fine@condenast.com and let me know what you think.

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