NEW YORK — At a time when the mass-market cosmetics industry is hitting a speed bump, Rimmel is kicking into high gear.
Color cosmetics sales for the 52 weeks ended Aug. 11 rose only by an average of 3 percent for face, lip, nail and eye, according to IRI data across all mass-market doors.
Rimmel sales, according to the brand’s senior marketing director, David Cole, are up 20 percent to 25 percent as the company marks its 180th anniversary. “We are the fastest-growing brand two years in a row,” Cole said during an event held on Oct. 22 at The Lion in the West Village here, where makeup artist Kirstin Piggott applied the latest looks to Rimmel model Georgia May Jagger.
Cole said the growth is organic — and not just through door expansion — and he credits it to edgy advertising campaigns featuring Jagger as well as innovative products serving consumer needs. The overall theme for 2014 is retro and matte. Piggott even mentioned Twiggy while applying mascara to Jagger’s lashes. The new products will be in stores early next year.
Cole said mascaras are driving overall Rimmel growth, noting Eugene Rimmel improved upon the concept 180 years ago with a nontoxic lash enhancer that evolved into modern day mascara. Rimmel now ranks as the fourth-biggest mascara brand in mass, said Cole.
To keep the momentum building, Rimmel’s latest innovation in mascara is ScandalEyes Retro Glam Mascara, which is the first of Rimmel’s mascaras to launch in four shades: black, extreme black, waterproof black and carbon black. An hourglass-shaped brush is designed to plump up volume and fan out lashes without clumps. The mascara retails for $6.99.
Keeping with eyes, Cole also showed a new ScandalEyes Thick & Thin Eyeliner and ScandalEyes Precision Micro Eyeliner priced at $5.99 each. An existing gel eyeliner has been tweaked based on consumer feedback to include a thin brush to blend and layer during application. Four shades are available at $5.99 each.
Also updated for 2014 are the Glam’Eyes HD Shadows, now in a five-pan design in highly pigmented colors retailing for $4.99. The final new eye product is Shadow Paint, a cream formulation that Piggott said is easy and forgiving to work with, yet will stay on all day. There are 12 shades priced at $5.49 each.
For the face, Cole said Rimmel will continue to offer foundations and BB creams fordifferent audiences. “We find there is a younger audience that maybe doesn’t wear foundation, but prefers a BB cream. But we also have customers who want their foundation so we offer both,” he said.
Taking a cue from fashion runways, Rimmel’s direction for 2014 is based around matte looks.Stay Matte Liquid Mousse Foundation provides a velvety finish without shine. It retails for $5.49. The BB Cream Matte is what Cole calls a nine-in-one product that offers shine control and matte finish designed to even skin tone, smooth and conceal. From a skin-care perspective, the Cream Matte minimizes pores, soothes the skin and prevents blemishes. Two shades are available at $6.99 each.
The Stay Matte Primer is another new item and can be worn alone, under or over makeup, said Cole. The primer retails for $6.99.
Other face items include a Stay Blushed Liquid Cheek Tint in five shades for $3.29 and Sunshimmer Maxi Bronzer for $5.99. “Our Bronzer is number one in the market,” said Cole, a statistic supported with IRI data that pegs it at more than a 10 percent share.
Finishing off the face, Rimmel offers Show Off Lip Lacquer with a unique doe-foot applicator that features a micro reservoir to help put the perfect amount of lacquer within the wand. It comes in 14 shades and costs $5.99 each. For nails, Rimmel has 60 Seconds Nail Polish with a flat brush designed to cover the nail in a single stroke. Available in 27 shades, the polishes cost $1.99 each.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion