Beauty thrives on individuality, which is likely why the phrase unique selling proposition is bandied about so often in marketing meetings and product presentations. But as someone whose job it is to attend such assemblages, I can tell you that there are times when the last two words (selling proposition) seem to take precedence over the first (unique). Happily, that’s not the case this spring. As our editors were putting together this issue, our annual guide to the season’s key products and trends, we got more and more excited by the creativity and new ideas laid out before us. Beauty companies big and small have done a great job of creating compelling products to attract customers to their counters.
Makeup, for example, features new directions in both textures and colors. Bright, juicy shades of orange have replaced red and pink as the season’s style statement, while technology has injected the latest foundations with a dose of modernity, such as Estée Lauder’s long-wearing yet sheer foundation (this sounds much simpler to achieve than it actually is). The newest skin care ingredients are sourced from incredibly diverse locales, be it Brazil’s Amazon jungle or the research laboratory of a leading university, while new products like Clairol’s Perfect 10 hair color have the potential to propel a staid category into the stratosphere again. Even fragrance packaging gave our editors an aha! moment, with Brazilian designer Isabela Capeto’s cherry red doll flacon eliciting approval all around. “Spring Beauty Handbook” on page 40 features these and more in our comprehensive A to Z guide of the season’s key trends.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)