With its first foundation launch in four years, a robust calendar of educational initiatives and a retail expansion planned, Make Up For Ever is determined to make 2013 a year to enhance and underline brand equity.
“This is our year of three E’s — experiential marketing, engagement and education,” said J.P. McCary, general manager, Americas, for Make Up For Ever. “We want to become the makeup brand known for education — our goal is to teach and empower women to learn how to do their make up using our professional expertise. Everything we do in 2013 will have a learning component, but we’re trying to do it in an approachable way that is unique and exciting.”
The brand — founded by Dany Sanz in 1984 and acquired by LVMH Moët Hennessy Louis Vuitton in 1999 — will offer up its biggest launch of the year on Jan. 29, when its new Pro Finish foundation, a wet-dry compact formula, is launched. Unlike many other formulations of this type, the makeup left in the compact doesn’t get “crusty and unusable,” said McCary. This is due to a proprietary vegetal lecithin coating that wraps around each color pigment, enabling a long-lasting, natural finish. Silica and sericite powders are also included for a light-reflecting, soft focus effect. It will be available in 25 shades, each $36.
While McCary declined comment on projected first-year sales for Pro Finish, industry sources estimated that it would do at least $25 million at retail in its first year on counter in the U.S., where it will be sold in 325 freestanding Sephora stores, 386 Sephora inside J.C. Penney doors and four Make Up For Ever boutiques.
The brand, which already operates its own boutiques in Los Angeles and Dallas, will also open two additional freestanding stores this spring: at Canoga Park, Calif.’s Topanga Plaza in February and at Santa Clara, Calif.’s Valley Fair Mall in April. At least two additional doors will be opened this year, said McCary.
Beginning in February and wrapping up in April, the brand’s Make Up School will hit the road, to 10 cities in North America — Los Angeles, New York, Chicago, Dallas, Miami, Las Vegas, Boston, San Francisco, Montreal and Toronto. “The goal is to create a deeper connection with consumers outside of a store setting and give them something that is truly valuable that they can’t get anywhere else — personalized education,” said McCary of the tour, dubbed Make Up Bag Remix. Consumers will be encouraged to bring impulse cosmetics buys — of any brand — to these events, and Make Up For Ever artists will teach them to use the products, free of charge.
“Consumers can book appointments for 30-minute one-on-one makeup bag evaluations inside the Make Up School, where a professional artist will go through their bag, provide an interactive, hands-on lesson explaining how to apply their products, and show them how to supplement what they already own to create their most flattering look,” said McCary. “For those on the go with limited time, we’ll also have makeup stations dedicated to walk-up Focus Lessons, highlighting lip and complexion techniques.”
All attendees will get matched to a Pro Finish shade and receive a sample to take home. More than 500,000 samples will be distributed, and each contains a QR code which links to how-to videos on applying the product wet and dry for best results. Videos will also be available on the brand’s Facebook page, on YouTube and on a dedicated microsite.
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
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
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