When Julia Goldin arrived at Revlon from Coca-Cola three years ago, she found inspiration for the brand’s future in its past.
“I dug through everything that Charles Revson did,” Goldin, Revlon’s global chief marketing officer, told attendees. What she found is that Revson, Revlon’s founder, had a provocative point of view that could be applied today to create noise in the beauty industry.
“The beauty industry has been very safe,” said Goldin, “Are we ready to shock? That’s something that iconic brands do and that helps them to endure.”
In the Fifties, Revson got women’s attention with an empowering message of “you can be fabulous, you can be expressive, you can be sexy despite what might be expected from you in your world,” said Goldin. While the days of the Fifties-style housewife are long gone, Goldin said, “The idea of being able to express who you want to be is very relevant.” With Revson’s early vision in mind, Goldin said, the company is bringing “real glamour” back to Revlon.
Her days at Coke — where she worked across Europe and in Japan — taught her about iconic brands and how to keep them relevant.
“Coke was never just about a beverage. Coke is about love,” said Goldin. “It’s about connecting generations and connecting people.”
Iconic brands, in her view, “have an enduring perspective.” She emphasized that for marketers it’s no longer about a point of difference, “it’s about a point of view.” And beauty brands need to be clear about what that is. “If you don’t have a strong perspective of who you are as a brand, that’s when things start falling apart at the seams. Brand point of view sits at the heart of cultural relevance, universal values and consumer relevance,” she said.
Consumers are increasingly part of the conversation about what the brand is. “Today, it’s not about brand loyalty. It’s about brand advocacy,” said Goldin.
To inspire consumers to talk about the brand, particularly in a digital world, Goldin said authenticity and creativity are key. She nodded to the beauty industry’s close link with science — in fact, a high-pigment nail polish called “nail enamel” launched the Revlon business — but reminded that there’s also a need for both a human and artistic touch.
“As we move forward, art will become more important,” she said, citing an example from the beverage industry. While at Coke, Goldin helped kick off the brand’s designer collaborations, which began a decade ago with Matthew Williamson. The aim is provoke conversations, which Revlon aims to do with its the Revlon Expression Experiment, a Facebook app that allows women to try a certain beauty look and post a photo of the result. Revlon kicked off the initiative with a red-lip look and had thousands of responses overnight, said Goldin.
For Revlon, social engagement is more valuable than social networking. Goldin ended with a quote from Revson, who said, “In the factory, we make cosmetics. In the drugstores we sell hope.” Goldin added, “I see us being in the business of hope. And that’s the business of aspiration, consumer connection, consumer relevance, women’s confidence and women feeling great about themselves.”
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)