Bare Escentuals aims to do its customers a solid with the introduction of pressed eye shadows this fall.
The shadows — called Bare Minerals Ready Eyeshadow 2.0 (duos) and 4.0 (quads) — add to the mineral makeup brand’s extensive offering of loose shadows and seek to broaden the company’s portfolio well beyond foundation.
“We heard from our customers that they loved our loose shadows, but wanted portability as an option,” said Sarina Godin, vice president of product development.
In keeping with its mineral makeup heritage, Bare Escentuals balks at the term “pressed shadow,” preferring to call its sea-mineral formula “solid eye shadow,” as it’s free of fillers, binders, preservatives and synthetic chemicals.
“Every ingredient in the formula needs to have a purpose,” said Godin, reciting the company’s “less is more” credo. Bare Escentuals had been exploring the concept of a solid shadow for several years and was on the search for a natural binding agent when Leslie Blodgett, executive chairman of Bare Escentuals, had an “aha” moment while watching her husband cook. She asked him about the difference between regular olive oil and cold-pressed olive oil. Learning that the latter retains more nutrients, Blodgett directed her team to find a cold-pressed oil for the solid shadows. The result is a formula containing SeaNutrive Mineral Complex — or minerals from algae and seaweed — along with cold-pressed borage oil, caffeine and cucumber.
Godin said clinical tests show the formula provides skin care benefits, including antioxidant protection and antiaging properties. She noted that one test revealed an 86 percent increase in hydration on the eyelid over an eight-week span, which helps prevent crepiness.
Shades range from neutrals to bold hues, with matte and pearlized finishes. Some of Godin’s favorites include The Grand Finale (blue and gold) for $20 and Dream Sequence (a palette of four purple tones) for $30. The shadows will debut on QVC on Sept. 29 and roll out to stores in October. Print and TV ads will make their debut in the fall as well.
Etro’s show, titled “The Tree of Life,” was a celebration of the house’s 50th anniversary. “My father founded the company in 1968, which was the year of counterculture and psychedelia. It’s really a show that celebrates that and the paisley design of India and its origin,” said Veronica Etro. #wwdfashion #mfw #ss18 (📷: @delphineachard)
For @msgm’s spring 2018 show, creative director @massimogiorgetti said “Words, sounds, colors. Synthesis and therapy of a collection,” were the inspirations behind the collection, showing today. Read the rest of Milan spring 2018 inspirations on WWD.com. #mfw #wwdfashion #ss18
For her first solo album in over 10 years, Fergie tapped Carine Roitfeld, Mert and Marcus, Giovanni Bianco and more to create a fashion-focused video approach for the record, Double Dutchess. "Giovanni really helped me get back in touch with my tomboy side, my hardside," said the singer. #wwdeye #wwdfashion ( : @slovekinpics)
“Volumes and Graphic Art of the Nineties are the main inspirations of the new Aquilano.Rimondi SS 2018 collection,” said cocreative directors Tommaso Aquilano and Roberto Rimondi. #wwdfashion #mfw #ss18