Beauty has been slower than many other categories to embrace the mobile mentality, according to Maya Mikhailov, cofounder and chief marketing officer of GPShopper.“With the exception of Sephora, beauty has been a laggard in the mobile curve,” she said. That’s about to change, according to Mikhailov. Maximizing mobile is a component of three trends she identified that will impact beauty retailers in 2018:The Merging of Music and Lifestyle Trends With Personal CareMusic and beauty have a lot in common, as exemplified by makeup artist Pat McGrath’s use of Spotify to launch her own brand. “McGrath is one of the makeup artists who pioneered social media. Using Spotify as a popular mobile service with a famous makeup artist [her products are sold on Spotify’s Maggie Lindemann shop] serves to be a powerful combination of music, social and merchandise,” Mikhailov said. “There are more opportunities for future musicians to work with makeup brands.”That holds true for continued tie-ins with festivals, she suggested, as younger consumers earmark more of their dollars for experiences such as Coachella. “There are a lot of brands there, but not quite as many beauty products,” Mikhailov said of festivals. “Brands would be wise to figure how they can leverage that sort of energy and spend to associate themselves with it.”Look to the MicroinfluencersBeauty enthusiasts, in particular, have embraced the power of social media and that’s reflected in brands surging such as Kylie Cosmetics and Fenty Beauty. But that’s just scratching the surface, said Mikhailov, who expects next year will bring more content-providers with smaller, but more engaged followers, who will co-create beauty products. “Beauty brands are no longer selling aspiration. Now more successful brands are flipping the script and they’re co-creating with their audiences. Create with your audience rather than just for your audience.” She also called for beauty brands to do more with video. “Not enough is being done with that type of content.”Tapping TechnologyThere are inklings of a greater use of technology in beauty bubbling to the surface this holiday season. MAC installed augmented reality mirrors in stores and Macy’s added 49 more magic mirrors, following success of its first installation in Herald Square. NYX Professional Makeup is sprinkling some stores with a virtual reality experience. Research from GPShopper found that 86 percent of consumers like experience stores where they can try out products in-store, but buy on mobile or online later — proving that in-store AR activations like those from MAC and Macy’s are what consumers want. Other research uncovered that shoppers are quite open to augmented reality on their own: 58 percent want to use AR to see how certain items might look in a different color before buying, while 44 percent want to use AR to try out clothes or accessories without going into a store. Being able to virtually try on products is especially a unique benefit for cosmetics because shoppers don’t always have the ability to use testers or to wash off makeup in between trials. “AI will help brands and retailers allow consumers to shop smarter. AR will provide more convenience for shoppers such as Sephora’s AR makeup application,” Mikhailov explained.Her final suggestion is to foster more collaboration between retailers and brands. The retailer traditionally owned all the consumer data, but sharing and working together produces better results. “The best thing retailers can do is work with brands to create a better line of communication with the shopper. That results in a better customer experience.”
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“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)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
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.