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.”
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)