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.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye