Unless you’ve been living under a rock, you’ve doubtless heard of the Ice Bucket Challenge to support ALS research. The Challenge involves people getting doused with a bucket of ice water on video, posting the video to social media, then daring others to do the same. You can either accept the challenge or make a donation to an ALS charity or do both. Launched around August 6, the campaign went viral and by August 22—16 days later—$55.3 million had been raised. Can you think of a more timely example that illustrates the power of digital? More and more, beauty brands are tapping into that power and are radically rethinking their approach to digital and traditional marketing. Discover how in the “The Ever-Expanding Social Orbit” on page 26.
Beauty marketers are also tuned into another radical change taking place—that of the demographic transformation across the U.S. Again—you’ve probably seen the numbers: By 2050, 54 percent of the U.S. population will be composed of non-Caucasian ethnic groups, with the Asian-American population expected to increase by 142 percent and the Hispanic by 167 percent. Already, as WWD’s executive editor of beauty Pete Born reports, the figures have had a significant impact on beauty, as retailers and brands tailor their approach on a door-by-door basis to better reflect the changing face of America. For a full report, turn to “Come As You Are” on page 20.
One company that understood early on the evolution of both digital and demographics was NYX Cosmetics, the Los Angeles-based makeup brand that L’Oréal acquired in June for a reported $500 million. According to financial sources, 17 companies were vying for NYX at one point, which got us to wondering who would be next. Read our assessment of California’s top-10 indie brands on page 30, and get ready for what one analyst says is going to be a “record-breaking year.” The gold rush, it seems, is on.
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