The industry’s mania with celebrity is turning into a paradox, with the desire to put stars’ faces on beauty ads stronger than ever, despite reports of a struggling market for celebrity-branded scents.
Consider the deals done since April, not only for endorsements but also some branding propositions. Lancôme signed Oscar-winner Lupita Nyong’o as its new face, followed by fellow winner Cate Blanchett’s debut as the spokeswoman for Giorgio Armani’s Si scent. Meanwhile, MAC has announced plans for makeup collaborations with Brooke Shields and Lorde, to launch this fall; Coty will debut Enrique Iglesias’ first scent, Adrenaline; Pharrell Williams is introducing his first fragrance on Sept. 1, and One Direction, which reportedly has surpassed the Justin Bieber record with sales so far of more than $70 million wholesale, is said to be preparing its third fragrance, a new pillar. Are celebrity fragrances dead? Not completely, even though retailers appear to be very cool to the category.
Issa Rae stopped by WWD's NYC headquarters to talk about season two of "Insecure," which premieres this Sunday on HBO. Click link in bio for all the details. #wwdeye (📷: @jgreenery; Styled by @mayteallende)
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"