Richie Rich and Traver Rains' limited edition color collection for MAC Cosmetics is part Willy Wonka, part club kid and all Heatherette.
"The packaging is the candy part, but the makeup you can wear to the prom or school or whatever. The club is for bright colors," explained Rich. "The MAC team was right on our wavelength," added Rains. "They know Heatherette inside and out. The translation was amazing."
Heatherette and Estée Lauder-owned MAC have created runway makeup looks together since the New York-based apparel brand's runway debut in 2001. At that time, Rich recalled, Heatherette and MAC collaborated on a pink lipstick, but that's where the duo's involvement in the beauty industry stopped until now. The collection is launching on Thursday at all MAC locations, including 150 freestanding stores and 500 department and specialty stores.
"It is a bit outrageous. It has a downtown vibe to it, and it is colorful. It works well with being put into the MAC DNA," said James Gager, senior vice president and creative director of MAC Worldwide. "It seems like a natural extension to be working with those two guys."
About a year ago, Rich and Rains started the product development process by scooping up the contents of their studio — sequins, glitter, swatches, bows and rhinestones — and bringing them in a bag to a meeting with MAC. The compacts' holographic foil mirror ball decal with the Heatherette logo can be traced to those sparkly origins.
Although it's playful, Rich and Rains were careful that the collection could be worn to a nightclub and to the office. "All the creative people with MAC thought we might want neon-neon, and then we wanted wearable makeup. There was a collective sigh. It is Estée Lauder after all," said Rich. The collection is separated into bad-girl and good-girl items, the former being showier and the latter tamer.
"There is the hands-down fashionista crowd that is going to love it....Especially being in L.A., it is great to use it in a runway translation," said Tiffany Johnston, senior makeup artist on the MAC Pro Team. "As a makeup wearer, you can easily maneuver your way through the line. They are wearable, friendly, fun colors."The product lineup features four lipsticks, four lipglass lipglosses, three eye shadow trios, four dual-edge eye pencils, two pigments, two beauty powders, two glitters and two lash sets. Prices range from $14 for lipsticks and lipglasses to $32.50 for powders. Rich and Rains dreamed up the product names, and Rich pointed out his favorite is "Phone Me-Text Me" for a dual-edge eye pencil in gray and silver.
Rich and Rains will be at a MAC store in Los Angeles to introduce the collection before stopping in New York and Miami on Tuesday and Thursday, respectively. The collection will be distributed to Canada and Europe shortly after the U.S., then will enter Asia in July and eventually will hit some 30 countries, according to Rich. Although he would not comment, industry sources estimate that the collection could generate globally more than $5 million in retail sales the first year.
Rich and Rains seemed confident that their MAC limited collection wouldn't be the last the beauty industry hears from them. Rains had his heart set on a powder puff shaped like a corsage that got nixed in this collection, but he'd like to try again. And Rich indicated that Heatherette is considering a fragrance with Estée Lauder. "Everybody wants to smell good," he concluded. "After the next season, we will start working on that."
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
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye