The team behind Scentbird is spreading its wings into the color cosmetics business.Launching today is Deck of Scarlet, a subscription palette collection available every other month with makeup based on looks created by leading YouTubers.“The world doesn’t need another me-too makeup subscription,” said Rachel ten Brink, one of the founders of Scentbird and now Scarlet. “But we realized the amount of products and time it takes to create one look is too much for most Millennials.” She pointed to one video that required 37 products to achieve a perfect cat-eye.Deck of Scarlet collections offer eye, lip and cheek colors selected to achieve day and night looks in collectible beauty books priced at $29.95. The launch comes at a time when color cosmetics are in high demand, especially with young customers who love to play with color. While the company didn’t discuss projections, industry sources expect Scarlet sales will surpass Scentbird.Each palette will be selected by a different YouTube expert. The company turns over free reign to the social media stars to devise bold and fresh looks.First up is an autumn makeover from Kelly Strack who was selected for her authentic “sexy, yet approachable” style and makeup application acumen, said ten Brink. The color ranges are selected to complement all complexions. Made in the U.S., Deck of Scarlet cosmetics are paraben and cruelty-free.Scentbird gained traction in the box business by offering consumers avenues to sample established brand-name scents. While Deck of Scarlet is building a brand from the ground up, ten Brink believes color cosmetics is a very different business. “The limited-edition palettes appeal to adventurous beauty enthusiasts who like to experiment and discover products. They also like the convenience of at-home delivery,” she said.Each YouTube makeup artist will feature tutorials using the products and there will be links on the Scarlet we site (deckofscarlet.com) to the videos. Customers’ images of looks from the collections will also be featuring on social platforms.Initial distribution is in the U.S. with plans to expand internationally in the future.Scentbird shipped its first box in October 2014 and now has 100,000 subscribers paying $14.95 for monthly 0.27-oz. samples. The business raised a $2.8 million seed round in March and upped its marketing efforts, including influencer marketing and switching from photo to video ads on Facebook. The same tools that helped build Scentbird will be tapped for Deck of Scarlet as well, said ten Brink.
Breaking: @cushnieetochs’ co-founders @carlycushnie and @ochsmichelle are parting ways. After a 10-year run, Ochs is leaving the brand. Get the full story on WWD.com – link in bio. #wwdnews #wwdfashion
@maybelline’s Kanako Takase had snow bunnies in mind when creating the beauty look for @philipppleininternational. Playing off of the bedazzled snowboards in the collection, Takase mixed two highlighters together for a luminous sheen. #wwdbeauty #nyfw (📷: @jilliansollazzo)
“There’s a huge gap between the old way of doing things and today. It takes the youth to help evolve that. You have to count on the kids today to help lead you into the future. A lot of these retailers are stuck in the past. Communication is the biggest thing,” said @ronniefieg of @kith on the youth’s role in retail. On Monday night, Jeff Staple moderated a keynote session with Fieg and @syresmith at Assembly - a series of workshops, talks and keynotes addressing topics or issues in the apparel industry. Head to WWD.com to read more advice from Fieg and what Smith thinks of his dad @willsmith’s Instagram account and sustainability (📷: @weston.wells)
@joansmalls closed the @michaelkors fall 2018 show in black sequined pants and a varsity T printed with 19 on the front and 81 on the back. 1981 – the year Kors went into business. #wwdfashion #nfyw (📷: @giovanni_giannoni_photo)
“You think your life is going to be a certain way, and nothing you thought would happen ends up happening. Never in my wildest dreams did I think I’d be designing clothes and working with Mickey Drexler, and building something I’m deeply proud of,” said Jenna Lyons. Nine months after leaving @jcrew, Lyons is exploring the meaning of happiness. Read the interview, where Lyons talks about reinvention and more on WWD.com – link in bio. #wwdfashion (📷: Farrell) #jennalyons #jcrew