Mascara has always been the magic wand for Maybelline New York, but recently, the brand has proven itself extraordinarily adept at achieving success in a host of key categories. The number-one makeup brand in the world, with global retail sales of $3.8 billion according to Euromonitor, Maybelline has solidified its leadership in the eye category, all while building its face, lip and, now, nail businesses. Big? Yes. Safe? Most decidedly not—making the brand the ideal choice to feature in this, our second Power issue of WWD Beauty Inc. Led by two dynamic executives—Damien Bertrand, the global brand president, and David Greenberg, the U.S. president who also oversees the Garnier and Essie businesses—the L’Oréal-owned behemoth is positioning itself as a trendsetting leader intent on bringing the latest in makeup from the catwalk to the sidewalk. As Pete Born writes in “Master Minds,” “All of that energy has electrified the brand.”
The six innovators in “The Aha Moment” understand how to generate power, as well. Each is the brains behind an iconic beauty creation, something that not only became a perennial bestseller, but which spawned an entirely new category of products, to boot. I wanted to discover the genesis of such items as Frizz-Ease, Night Repair and Touche Éclat, among others, so I went straight to the creators to find out. I think you’ll agree that their stories are as amazing as they are inspirational, and their insights especially relevant today.
No doubt that the mass skin care market could use an inspiring hit of innovation to jolt it out of the doldrums. While sales in prestige treatment soared last year, up 14 percent, the mass market lagged behind with only 3 percent growth. WWD’s beauty financial editor Molly Prior spoke to marketers, retailers and some industry analysts to get their prescription for fixing the ails of this essential category.
Gina Boswell, the executive vice president of personal care at Unilever, is certainly doing her part to reenergize the mass skin care business with one of the biggest launches of the year: Simple, the number-one skin care line in the U.K. based on unit sales, launched in the U.S. in January, and looks to do for sensitive skin what Clinique’s Even Better Clinical Skin Tone Corrector has done for dark spots. In “Master Class,” Boswell describes the strategy behind the launch as part of an in-depth look at her professional assessment of the beauty industry and her personal management style. An experienced executive who has worked at Estée Lauder, Avon and Alberto Culver since graduating from Yale, Boswell has a fascinating perspective on what will drive the industry’s growth going forward. As we prepare for the upcoming WWD Beauty CEO Summit in May, I’d love to hear what you think the industry most needs to pay attention to in the year ahead. E-mail me at email@example.com and let me know.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)