Givenchy turned all eyes toward its newly launched mascara, Phenomen’Eyes, Wednesday night with a fashion week party at the Christopher Henry Gallery in Manhattan.
The event’s centerpiece was 5,045 Lashes, a piece commissioned for the mascara’s launch by Parfums Givenchy. Built over the course of 12 days, it is constructed of 5,045 of the new mascara wands. “I like the repetition of the brushes — it was challenging and fun to do a piece essentially of found objects,” said the artist, Ian Wright.
Among those who dropped in late at the party were Matthew Modine, British rocker Allison Goldfrapp and artist Tom Sachs.
The new mascara, a Sephora exclusive, has been number one at sephora.com since its launch, and out of stock at many Sephora locations, said Linda Maiocco, senior vice president of marketing and public relations for Givenchy and Guerlain in the U.S. According to the company, the new product is also the best-selling mascara in the Sephora chain in France. While she declined to discuss sales projections, industry sources estimated that the mascara would generate at least $7 million at retail in the U.S. in its first year on counter.
According to Givenchy’s creative director for makeup, Nicolas Degennes, the company sees the mascara as a pronounced departure from the market norm. “Rather than a traditional straight or slightly curved mascara wand, the Phenomen’Eyes has a round applicator,” said Degennes.
The advantage to a rounded tip, he added, is that a spherical brush reaches every lash. “Pointed brushes have to be maneuvered to coat eyelashes’ roots and tips, while a rounded brush can easily be rolled and swept into corners and the eyelashes’ roots,” he said. “The ergonomic brush allows the mascara to grab the very roots of the lashes, and by coating this critical area, the mascara mimics the same effect as eyeliner: Eyes appear fresher, enhanced and more awake.” The spherical tip also reaches the baby-fine lashes in the inner corners of the eyes.
The mascara’s formula includes fluid waxes — “which allow users to have maximum playtime,” said Degennes — as well as molding polymers to keep lashes in place once the desired amount has been applied. In addition, D-Panthenol is included to condition lashes.
Phenomen’Eyes is available in brown and black, each $27.
It launched at Sephora and on sephora.com in August.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye