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.”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.
“I design by visualization. I see things, and most of the time they’re not practical to actually make, and what I’ve found here, it’s like anything’s possible. This is the first time that I’ve made a sole unit in two months. That process usually would take six, so here’s a difference,” said @virgilabloh of the first sneaker sample he created for @louisvuitton, pictured here. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion (📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim
“I genuinely fell in love with water, I fell in love with Fiji, I fell in love with the whole life that we lived for those few months,” says @mrsamclaflin of filming for his new movie “Adrift” with @shailenewoodley. The 31-year-old actor spoke with WWD about his upcoming projects, meeting Jamie Dornan and working with co-star Woodley. #wwdeye (📷: @jamstoker)
3 years ago, fans of the late singer Aaliyah started calling for a collaboration with @maccosmetics. With the strength of social media — including mock ups of products — 25,000 people signed a Change.org petition for a limited-edition collection, and MAC couldn’t ignore the buzz. Tomorrow, MAC will unveil MAC x Aaliyah, a tribute to the singer who passed away nearly 17 years ago. Head to our stories to preview the new collection, which was worked on by Aaliyah’s family and inspired directly by her makeup bag. #wwdbeauty
Artistic director @clarewaightkeller will be dedicating @givenchyofficial’s fall 2018 couture show in Paris on July 1 to house founder Hubert de Givenchy, who passed away in March at age 91. Givenchy said the collection would be “an homage to his iconic creations, technique, and personal lexicon” and a “celebration of his timeless elegance and grace.” Head to WWD.com to read more. #wwdfashion (📷: Delphine Achard)
La Double J made a name for itself with its vintage-inspired prints, but for resort, designer JJ Martin has ventured into new territory: enter rich jewel toned solids and decadent embellishment, in the form of appliqués, crystals and sequins. #wwdfashion #resort19 #ladoublej
This Just In: J. Crew Group has named Johanna Uurasjarvi as its chief design officer.
Uurasjarvi succeeds Somsack Sikhounmuong, who left the company last September. Tap the link in bio for the full report. #wwdnews
“She came into my hotel room and she was like, ‘I have Chanel and Christian Dior.’ She was like, ‘Chanel likes you.’ And I was like, ‘I’m going to start crying,’” breakout star Maddie Hasson tells WWD of her styling sessions Molly Dickson. “I really like classic, elegant things. I love the way Anna Wintour dresses.” Read more about Hasson’s role in @impulseseries on wwd.com. (📸: @jgreenery ) #wwdeye
@virgilabloh revealed he's working with Australian stylist and
Vogue Australia fashion director @christinecentenera for his debut @louisvuitton men's collection, which will be presented in Paris on June 21. Centenera met Abloh while both working with Kanye West, where she consulted on his all his runway collections since his debut spring 2012 women's wear show. Read the full story on WWD.com. #wwdfashion #wwdnews (📷: @asussmanphoto)