Although the market continues to speculate about who will be the next chief executive officer of Procter & Gamble Co., Deb Henretta, the company’s group president of global beauty, was very clear on who the new boss is: the consumer. Of course, as Henretta noted during her presentation at the WWD Beauty CEO Summit, the consumer has always been front and center at P&G. However, before the advent of the digital age, consumers had a much more passive voice. “But that was then and this is now,” Henretta said, noting that, today, consumers are taking a much more active role in cocreating products and services that meet their needs and engage both them both intellectually and emotionally. “The new consumer is the new force of change,” she declared.
Many industries have already started to adapt to the new consumer, Henretta said, citing the self-health revolution, in which apps help people monitor everything from their body temperature to their glucose levels, and smartphones, like one by Samsung, measure things such as heart rate. Henretta sounded the call for beauty to lead the way, too, then outlined three key areas in which the consumer has changed. “These changes are not simply demographic, they’re democratic,” she said, “where the world of supply and demand is fast turning into a world of demand and supply, a world where consumers are playing new roles as critic, as creator and as new media.
Noting that consumers can now cocreate and commercialize products without a major company behind them, Henretta spoke of the beauty industry shifting “from one that is constructed and business-led to one that is, at best, co-structed by us with her.” P&G’s Secret deodorant brand capitalized on that dynamic by tapping trendy “experimenters” to design the fragrances, the names and the packaging of its new Destinations line. “As a result, the brand is enjoying success,” said Henretta.
Henretta also emphasized the importance of values for consumers, citing a Reputation Institute study in which 73 percent of consumers said they would recommend companies they believe are positive stewards, but said only 5 percent of companies meet such standards. “This creates a tremendous opportunity for brands to take a stand on issues that the consumer wants and cares about,” said Henretta.
The final piece of the puzzle lies in inspiring consumers by creating a genuine emotional experience between brand and user. For its part, Cover Girl used its celebrity spokespeople like Ellen DeGeneres and Queen Latifah to front a Girls Can campaign that quickly went viral.
“Reaching the new consumer on her terms is our new reality,” Henretta concluded. “Beauty consumers are in charge and that’s energizing.…So let’s shed yesterday’s entrenched notion of the brand-consumer relationship in favor of a more modern approach where our consumer is the boss, but with a capital B.”
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Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews