As Soap & Glory gains steam in the U.S., the brand is targeting its core customers where they like to congregate. To that end, the Walgreens Boots Alliance-owned brand is partnering with Live Nation for a major presence at four of the entertainment giant’s festivals this year.The bold and bubbly brand, created by beauty entrepreneur Marcia Kilgore (who sold it to Boots in 2014), will attract festivalgoers with what it has dubbed the Soaper Station. This vintage auto-garage-style space will provide a respite where attendees can enjoy a beauty tune-up. Decked out in pink to match Soap & Glory’s motif, the activation area will be the exclusive cosmetics, bath, body and facial skin-care pit stop at the four events it selected this year. The first event began today at Southern California’s Beyond Wonderland. The others are Sasquatch, Bonnaroo and Faster Horses — a handpicked mix of music genres.“The partnership with Live Nation has created an incredible opportunity to immerse consumers in the Soap & Glory culture like never before,” explained Lauren Consiglio, vice president Global Beauty Brands for Soap & Glory. “The Soaper Station activation is equal parts impactful and playful and truly exemplifies our mission of female empowerment.”Festivals, in particular, hit a sweet spot for Soap & Glory — Generation Z and Millennials. Live Nation research reveals 92 percent of those falling in those two age demographics said festival attendance has increased over the past five years.Live Nation, which manages more than 26,000 events per year, earmarked beauty as a category that matches its core consumers. “Live music and beauty share something in common: both are ways to express yourself. So when Soap & Glory approached us with ideas to amplify their brand in the U.S., our creative team couldn’t wait to start sketching,” said Maureen Ford, president national and festival sales, Live Nation Media and Sponsorship.“As a bold force within the beauty industry, Soap & Glory sets the standard by championing strong women and making them feel empowered every day. Those values are reflected in the 'Soaper Station' activation we created and designed for stylish festivalgoers to harness the power of beauty, while enjoying their favorite artists,” she added.Beauty is big business at festivals. Live Nation data revealed that 83 percent of Generation Z and Millennial attendees at its events bought at least one fashion or beauty item to wear to a live event. With Soap & Glory’s participation, they’ll have the chance to take their enthusiasm for beauty to the next level. Access is also expected to broaden awareness of the brisk growing brand now sold at Walgreens/Duane Reade stores nationwide, Target and Ulta Beauty.Fans attending the various festivals will be invited to experience the “feisty and fun” culture of Soap & Glory. At the garage they can get “(P)inked at an airbrush tattoo station, visit a makeup station for sampling and touch-ups and stop by a Gif booth where they can create their own pin-up-style poster. On hand to assist with be Soap & Glory-trained Glory Girls, or ambassadors who lead the brand’s girl positioning power.[caption id="attachment_10851594" align="alignnone" width="160"] Sexy Mother Pucker Lipstick[/caption]Among the products on the “play list” will be Sexy Mother Pucker Lipstick, Sexy Mother Pucker XXL Pillow Plump Plumping Lip Gloss and Supercat Skinny Eyeliner. Those who need a moment of relaxation can luxuriate on a custom Cadillac trunk couch adorned with pink chrome hubcaps.“Our goal is for consumers to leave the Soaper Station feeling fearless, fabulous and inspired to keep kicking ass,” added Consiglio. “We’re always encouraging our customer to disrupt the norm and we’re happy to be able to bring that concept to life.”Influencers, of course, will be part of the Beyond Wonderland with actress and social media star Andrea Russett and influencer Alisha Marie slated to appear. Influencer guests of Soap & Glory on tap are Taylor Dini, Jill Cimorelli, Kayla Lashae and Lynette Cenée.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)