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 firstname.lastname@example.org and let me know.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews