Afterdiscovering that a majority of women swipe their lashes between 100 and300 times to achieve their desired look, P&G set out to deliver amascara to make the task easier. Cover Girl Clump Crusher by LashBlastMascara—or the “great green machine,” as Esi Eggleston Bracey, vicepresident and general manager of Cover Girl, called it—features auniquely curved brush designed to impart 200 percent more volume after30 strokes. How does it work? P&G scientists measured the size of anaverage mascara clump as 325 microns, then spaced Clump Crusher’sbristles at 200 microns, ensuring that it would be too tight forclumping. “Clumps are stopped before they even start forming on thebrush,” said Dr. Sarah Vickery, P&G beauty and grooming principalscientist. All that work paid off. P&G called Clump Crusher its“most successful” mascara launch in years, and retailers agreed. Onemass bigwig described it as the fastest-selling item in store—in anycategory.
L’Oréal Paris Age Perfect Glow Renewal Facial Oil
L’OréalParis Age Perfect Glow Renewal Facial Oil slid past the clutteredalphabet cream landscape to be one of the first to tap into the oilcraze in mass-market stores. Launched quickly on the heels of prestigeentries, this blend of eight essential oils capitalized on the positivefeedback on oils in the upmarket, building demand—and excitement—infood, drug and discount stores. L’Oréal touted the format’s multiplebenefits, including moisturizing, as a nighttime treatment, a pre-makeupprimer and even a neck cream. Retailers also had the healthy glow ofsuccess, reporting that Age Perfect Glow Renewal Facial Oil and itscompanion Replenishing Cream, both priced at $24.99, provided healthymargins in the skin-care department.
Infiniti Pro by Conair Curl Secret
Conair’snewest curling device may be called Curl Secret, but there was nothingquiet about its launch. “We believe this is the biggest innovation inhair since [the corporation] introduced the pistol-grip hair dryer in1960,” said Robin Linsley, Conair’s vice president of marketing. “Thisis a category that doesn’t yet exist.” Priced at $99.99, the tool curlshair without clamping or rolling, heats up in 30 seconds and featuresthree style settings, for waves, curls and ringlets. There’s nothingloopy about consumer’s response to the device, though: Since its launchin August, Infiniti Pro by Conair Curl Secret has sold more than twomillion units. “For 100 years it’s been the same way to [curl hair],”said Vito Carlucci, director of engineering for Conair Corp. “This istruly a different method.”
Sonia Kashuk Bath & Body
SoniaKashuk, Target’s first and longest-standing designer collaborator, hasnever been one to think small. The makeup artist, who entered the retailchain in 1999 with an exclusive cosmetics and accessories line,conquered new territory this year with bath and body. “What I set out todo 15 years ago was bring luxury to mass,” said Kashuk. “I didn’t wantto be a one-hit wonder, I wanted to come back and do it again.” For therange, which includes oils, lotions, creams and body washes, Kashuktapped perfumer Jerome Epinette of Robertet to create four scents andBuero New York to design the bold black packaging. Prices range from$4.99 for a loofah to $19.99 for an eau de toilette. To launch the line,Target erected a pop-up shop in the middle of Grand Central Station,complete with a bathing beauty and thousands of white bubble balloons.Rising to the top, indeed.
WWD asked a handful of creative directors to evaluate the September covers of leading women's fashion magazines. How do they think the covers this year compare with years gone by, and what do they say about the current status of the publication? Link in bio. (GIF by @hypebreast)
"Stephen King is such a master, but I don't like being scared - there's enough that's really scary. How about the morning's news?" says Holland Taylor in an interview with WWD. See what else the actress said about starring in the TV adaptation of King's thriller "Mr. Mercedes" on WWD.com. #wwdeye (📷: @jgreenery)