Color Cosmetics

Giorgio Armani Rouge Ecstasy CC Lipstick

GiorgioArmani staged a one-of-a-kind fashion extravaganza in New York thisfall, but that wasn’t the only area of the company making news. Inbeauty, Armani launched a first-to-market concept with Rouge Ecstasy, a36-stockkeeping-unit lipstick line called the first “triple-c”lipstick—that is, color, comfort and care. The centerpiece of thetechnology is a proprietary ingredient called the Melting Cream Complex,which is said to deliver skin-care benefits along with high-impactcolor. “This new, innovative hybrid product marks the start of a new erain lipstick,” said Véronique Gautier, international general managerforGiorgio Armani Beauty. “It is a solid, melting lip balm with thecolorintensity of a lipstick, 12-hour hydration and reparativeactions.” Alsostandout: bold red packaging from the master ofminimalism and afirst-ever digital campaign for the brand featuringbeatbox sensationFelix Zenger. All the noise seemed to pay off:Launched in about 180doors, Rouge Ecstasy was expected to ring up morethan $5 million insales in North America.

Skin Care

Ibuki by Shiseido

Manymarketers have spoken of luring Millennials to their counters, butthisyear Shiseido put its money where other’s mouths are with thelaunch ofIbuki. The first completely new skin-care line from Shiseidoin eightyears, the 7-stockkeeping-unit Ibuki is designed for women 25to 34years old. The products were created to mitigate the effects of atypical twentysomething lifestyle, which often includes lack of sleep,oiliness, visible pores and rough skin resulting fromless-than-optimalnutrition. “By 2017, Millennials will outspend BabyBoomers,” said HeidiManheimer, chief executive officer of ShiseidoCosmetics America. “Thisline is designed as a jumping-off point forserious skin care. This isthe time to capture their attention.” Tothat end, Shiseido focused itsmarketing efforts online, including anIbuki microsite with productdetails, education and a rich socialexperience that allows users toread about the life experiences oflike-minded people. Knowledge—andnumbers—are indeed power. 

Hair Care

Color Wow Root Cover Up

Afterselling John Frieda to Kao Corp. in 2002, Gail Federici traded haircare for the music business. But she soon found a beauty problem shecouldn’t ignore: unsightly gray roots. To tackle grays, Federici got herproverbial band back together, reuniting with Frieda and chemist JoeCincotta to create Color Wow Root Cover Up. “Everywhere I went, peoplewere showing their gray because nothing worked [to cover it in betweendyes]. I thought if we could crack this problem we’d have anotherFrizz-Ease or beyond,” said Federici, who spent three years fine-tuningthe solid powder pigment before its introduction earlier this year atUlta and on QVC. Root Cover Up, which is housed in a sleek compact, ispart of the Color Wow line, which Federici and her team formulated toaddress problems common with color-treated hair. “We identify a problemthat is pervasive and our objective is to fix it,” said Federici. “I amanalytical to a fault, which is why I think we have the success thatwehave.”

Fragrance

Modern Muse by Estée Lauder

Fragranceis the historical backbone of the Estée Lauder brand, and for thelaunch of Modern Muse, the brand firmly put its stake in the ground.“This is the most important fragrance launch we’ve had in a decade,”said Jane Hertzmark Hudis, global president of Estée Lauder. “ModernMuse captures what it means today to be independent and confident inone’s own sense of self and style.” The importance of this launch wasevident in the expectations that circulated through the market, withsources speculating that Lauder would invest about $50 million inpromotional support, and was aiming for sales of $95 million globally inyear one. Supermodel Arizona Muse starred as the face of the brand,andfrom the launch period on, her image was everywhere: in print ads,online and on television. Olfactively, the scent broke new ground forLauder, with a sparkling jasmine note to impart a feminine side and woodaccords to represent strength. Lauder’s confidence, it seems, was wellplaced, with retailers reporting a strong start amid predictions ofending the year in the top 10.

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