Milk Makeup has hired Nicole Frusci from Benefit Cosmetics as chief marketing officer.In her new role, Frusci will focus "on what is going to drive the product to commercial success — the business at Sephora, social community, digital," she said. She will work closely with product developer and chief operating officer Dianna Ruth on how product will be positioned from a marketing perspective. "What really attracted me to Milk is the opportunity…it’s only a year -and-a-half old…[I'm] really getting in on the ground floor and being able to build from the ground up," Frusci, who starts today, said. At Benefit, she was vice president of U.S. brand and digital marketing.Milk Makeup makes products for women and men that are aimed at ease of application — the idea is that users should be able to go from day to night in the back of a taxi in five minutes. The brand also focuses its marketing more on makeup for people to wear while they are doing interesting things rather than makeup for perfect selfies. The business received an investment from private equity firm Main Post Partners in January.That capital has helped Milk Makeup to gain scale — the brand is in about 200 Sephora doors, and is opening stores at a rate of about 50 doors every six months, according to chief executive officer Mazdack Rassi. Hiring a CMO was something the brand knew it needed to do, he said."Once we were out of the gate and had broken through, especially through Sephora, and started to have our own platform within the beauty world…we knew we had to learn how to market, learn how to merchandise, learn how to sell better, learn how to communicate better," Rassi said. "Sometimes, after you do the work and come out of the launch, you sort of have to go back and build the company and get ready to scale."Frusci was the right fit for Milk for a handful of reasons, he noted, highlighting her longstanding relationship with Sephora. "We need to learn how to speak with the Sephora guy and girl better, and we knew she understood that client," Rassi said.Part of the focus going forward will be on telling the Milk story in a more thorough way — something that may resonate with a broader group than just downtown-cool kids."We know who we are — we are a downtown, New York City culture hub, and Milk has had the same voice and same vision of creativity since its inception 20 years ago," Rassi said. "How we speak with people outside of our industry and outside of the creative world, especially through beauty, is going to have to evolve."Going forward, there are plans to better highlight the ingredient story and be "better merchants," Rassi said.Milk Makeup is on track to double for 2017, according to industry sources, and is plotting a further retail rollout with Sephora and expansion of its product line for 2018. While it does that though, Rassi noted the company will remain introspective."We still have our foot on the gas and we are aggressive with growth, however we are also constantly looking inwards to get our messaging and getting everything back to a core idea," Rassi said. "Sometimes with so much growth and running so fast, you don't look inward, and we have to do both of those things. That’s where we are today."
“I think what’s so interesting about the #MeToo movement and this whole new wave of feminism in general, is that women are finally seeing, ’Oh I can start my own company, oh I can lear to code, oh I can leave my nine-to-five job and do the thing I want to do,” said @brooklyndecker ahead of her @sxsw talk for @createcultivate. The former model took the stage to share wisdom about networking and female-driven entrepreneurship. #wwdeye #sxsw (📷: @jgreenery)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
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Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.