NEW YORK -- Mary Kay is about to overhaul its foundations.
After two years of research, including use of a computer program to categorize the range of human skin tones, Mary Kay has come up with a line it says will match up accurately with nearly anyone.
It will replace Mary Kay's existing foundations, but will retain the name Day Radiance. The line will be available starting in mid-July through the company's 325,000 direct sales consultants, along with a toll-free number.
"We did this upon request from our consultants, who said the existing shades weren't covering everyone's needs," said Loren Winter, manager of global product marketing. "The old line was outdated. The shades weren't accurate enough, and they also weren't natural-looking. The trend today is for a very natural look."
According to Cheryl Halpern, Mary Kay's vice president of global product marketing, greater accuracy with foundation shades will mean much greater volume.
"We're expecting to move over 11 million units in the promotional period, which will be July through September," said Halpern, adding that the unit goal translates to close to $100 million at retail."This would mean tremendous growth over last year," she said.
In 1993, Mary Kay foundations generated around $150 million at retail.
The modified Day Radiance will be available in three formulations: cream, liquid and oil-free.
The cream formula is intended for dry skin and includes a Sun Protection Factor of 8. The liquid version is for normal and combination skin, and also has an SPF of 8.
The oil-free items are water-based and provide sheer, light coverage.
Each formulation will be sold in 18 shades, ranging from Pure Ivory, the lightest, to Mahogany Bronze, the darkest. An individual foundation will retail for $10.
The arrival of the new foundations will be heralded in July in Mary Kay's "direct support brochure," a catalog distributed to some 4 million women.
The new items will also be showcased in Beauty Magazine, a joint venture between Mary Kay and New Woman magazine, while print advertising will appear in New Woman, Self and Essence.To coincide with the launch, Mary Kay will introduce a handful of new products designed to be used in conjunction with the foundations.
To camouflage imperfections, the company will sell two concealers for $7.50 apiece.
A new loose powder will sell for $12.50 and a pressed powder for $7.50, while a new refillable compact, designed to hold foundation, concealer and powder, will be available for $8.
Samples of the powders will given away with foundation purchases during the promotional period.
"Finding the right foundation is exceedingly important," concluded Halpern. "If [customers] find the right shade, they'll go for the rest of these products."
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)