After eight years of research, Giorgio Armani Cosmetics is gearing up to release Maestro Fusion Makeup SPF15, a new formula the brand calls a “complexion perfector.”
The collection will be introduced globally in September; in the U.S., it will be on counter Sept. 15.
“This product represents a new category for Giorgio Armani Cosmetics,” said Véronique Gautier, international general manager of Giorgio Armani Parfums. “It is a complexion perfector — pigments suspended in a water-free, powder-free new formulation unlike any other product. It is not a foundation; rather a fusion of oils and pigments. Maestro will offer an unprecedented weightless texture which is the perfect addition to the wardrobe of complexion products currently offered in the Armani beauty line.”
Added Linda Cantello, international makeup artist for Giorgio Armani Beauty: “The patented Fusion technology powers the high-slip fluid with smart pigment technology, which is dispensed via a dropper. It is an ultra-fine oil-pigment suspension designed to perfect the skin.”
The product’s base is both water and powder-free, and has five time-released oils which evaporate gradually while leaving color on the skin. The formula is also noncomedogenic.
Cantello added that because oils are necessary for pigments to spread on the skin’s surface, the brand evaluated close to 100 oils based on volatility, nutrition and blending. From that group, five volatile, semi-volatile and non-volatile oils were selected. Each evaporates at different rates, maximizing color and moisture throughout the day. The volatile dry oil helps the color to glide on the skin and create an even distribution of pigment on the skin. A non-volatile complex, which includes lotus oil, has anti-free radical properties and hydrating agents and remains on the skin’s surface, she noted.
While traditional foundations are comprised of 20 percent water in 80 percent oil, Maestro’s formula includes 60 percent dry oils and 11 percent pigments, with technology designed to adapt to the user’s natural skin tone, said Gautier.
In the U.S., 12 shades will be sold; globally, nine shades will be sold. In the U.S., each 1-oz. Maestro will retail for $62.
U.S. distribution will include about 130 specialty stores, including Saks Fifth Avenue. While executives declined to comment on sales projections, industry sources estimated that Maestro would do upwards of $10 million at retail in the U.S. in its first year on counter. In the U.S., it will be promoted through heavy in-store sampling, dramming and direct mail.
A complementary product, Maestro Eraser, will also be offered. Described as a hybrid of concealer, skin care and illuminator, it is designed specifically for the eye area, said Cantello. It is powered by haloxyl, which is said to eliminate bilirubin and iron — often causes of under-eye circles — as well as reinforce skin elasticity and firmness. In addition to its intended purpose, Cantello noted that she also likes to use Eraser on the tops of cheekbones, the bridge of the nose and above the upper lip to give the face a glow and contouring effect. It will be sold in six shades, each retailing for $40 for 0.5 oz.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
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