Dr. Mirela Mitan, who helped launch blockbusters at companies including The Estée Lauder Cos. Inc., is debunking the conventional thinking in the skin-care category.Skin-care brands are associated with multiple items, a trend pushed to its zenith with the influx of South Korean firms endorsing as many as 10 steps. In her previous positions, Mitan saw the need to feed marketing departments’ product machines to fill a pipeline of new items. But when she departed her post at Lauder to start her own company, called MMXV Infinitude, she decided to rewrite the rules.Just one product, loaded with white truffles, olive and grape extract, is all Mitan believes is needed for a morning and night routine. Her concept has already caught the eye of Cos Bar and Bergdorf Goodman, where it is sold, along with her company’s web site. Angela Welcome, buyer for cosmetics at Bergdorf Goodman said Infinitude was a great fit for its new BG Beauty Lab the retailer launched last fall. “We're always thinking about what our client at Bergdorf Goodman wants or needs in their beauty repertoire. What makes Infinitude such a great fit is that it's a luxurious product incorporating seven key uses in one jar.”Acknowledging a multitude of products fattens sales, Mitan disputes the need for overflowing bathroom cabinets. “The era is over. Who has time to apply several products to the face?” maintained Mitan. “It is way too much.”[caption id="attachment_11095183" align="alignnone" width="300"] Mirela Mitan[/caption]With a goal of simplifying the process, Mitan put her Ph.D. in biochemistry and her MBA in luxury marketing to work. She identified overlaps in ingredients in skin-care regimens — making the multiple steps redundant. Her one product was formulated to do the work of seven, she said. It is calibrated to moisturize, nourish, balance and reduce the appearance of wrinkles and fine lines.Additionally, Infinitude is designed to plump skin, increase elasticity, even skin tones, prevent scarring and lighten brown spots. It does so, Mitan explained, by “reading” the macromolecular construction of the skin so each ingredient to perform optimally on all skin types. It retails for $225 for a 1-oz. jar.“You can use it like a serum, like a day cream, like a night cream, like a primer. I harnessed everything from my 25 years of experience,” she said. The ease of one item is expected to boost skin care compliance, Mitan suggested, and build more transactions.Does the goal of not overloading consumers with products limit MMXV’s product pipeline? Not so, she said. “I’m working on other multifunctional creams. There is much potential in many categories,” concluded Mitan.
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.