NEW YORK — Few retailers blow out exclusives as well as Target, known for its limited editions of hot collections that sell out in days. Most recently, Target is fusing fashion and beauty as Maybelline’s partner for a limited collection of three interpretations of the iconic Great Lash Mascara package.
Max Azria, Tracy Reese and Vivienne Tam are offering signature takes on the green and pink tube to herald Great Lash’s 40th anniversary. The mascaras will be exclusively carried at Target starting in August and priced at $6.99.
Despite ramped up competition from a plethora of lengthening and plumping competitors, Great Lash has more than an 8 percent dollar share in the U.S. (according to year-to-date data through June 12 provided by SymphonyIRI for drug, food and mass stores excluding Wal-Mart). Around the world, one tube of Great Lash is sold every 1.7 seconds.
“A longtime favorite of Target, Maybelline Great Lash Mascara is beloved by many of our guests,” said José Barra, senior vice president of beauty for Target Corp. “To celebrate its 40th anniversary, Target’s guests will find designer-inspired packaging that puts a fresh twist on this popular beauty essential.”
Speaking at a WWD Beauty Forum earlier this year, Barra praised limited edition and designer brands for traffic-pulling power and promised Target would deliver more exclusives of this type.
Target will merchandise The Great Lash Mascara 40th Anniversary Collection in the Maybelline aisle on the top shelf. The collection will also be promoted with special signage showcasing the packaging visuals from each designer.
According to Ali Goldstein, vice president of marketing for Maybelline New York, the beauty power started advertising the campaign in print in April and is launching a major social media campaign on Facebook and Twitter. “The Facebook campaign will reveal the limited edition designs one by one to fans and give them the opportunity to win the designer mascaras before they hit Target stores,” she said. Maybelline fans will be able to post Great Lash Mascara video birthday cards to friends’ Facebook walls and share them with networks on why they love Great Lash.
Also, Maybelline New York will host a virtual party on Aug. 14 to celebrate the actual birthday, and Great Lash fans will be invited to tweet live with @Maybelline using the hashtag #GREATLASH. “The Twitter party will be a great way to ignite conversation around the Great Lash brand and introduce the limited edition designer mascaras to a highly receptive audience,” said Goldstein. She added that not only should the promotion give a sales lift to an already steady seller but reinforce the emotional bond women have with the brand.
@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