K-beauty made a splash at The Mall at Short Hills in New Jersey last week.To herald the arrival of Laneige at 150 Sephora stores on Sept. 15, parent AmorePacific created an interactive pop-up area near the Sephora store at the tony shopping center. The beauty roadshow, previewed for the press and influencers prior to a three-day stand, featured educational presentations, a scent bar and a photo zone for social sharing.Highlighted were two of Laneige’s signature products, the Water Sleeping Mask (one is sold every 12 seconds across the globe, according to Laneige executives) and the Lip Sleeping Mask.“We have studied water science for more than 20 years. We are the experts in beauty while you sleep and our Sleeping Mask is number one in the world,” said Bradley Horowitz, president and chief executive officer of AmorePacific U.S.On hand was Laneige’s lifestyle ambassador, Chloe Kim, a 17-year-old champion snowboarder and Olympic hopeful. “I never got into skin care until recently when I noticed my skin got so dry after snowboarding and traveling. Laneige products are a lifesaver for me,” Kim explained.Horowitz noted that Kim is a snug fit as a representative of the Laneige core shopper. “Chloe is our customer. We are a Millennial K-beauty brand,” Horowitz explained.Laneige has been a top performer in Sephora Canada since it debuted in 2015. Laneige first came to the U.S. in 2014 at Target where it has since been phased out. The brand is one of a handful of South Korean beauty brands generating chatter in the U.S. Retailers from Ulta Beauty to CVS have turned over valuable real estate to hand-picked items.At Laneige, however, the strategy is more about building a brand rather than curating a selection, said Horowitz.Although he would not comment on numbers, those familiar with Laneige believe it could balloon into a $40 million brand in the next few years, especially with exposure at Sephora.Nearby, Sephora put the finishing touches on the Laneige display in the store. The brand has been offered on sephora.com since June and joins other K-beauty choices such as Too Cool for School, Boscia and the signature AmorePacific line. Several visitors to the pop-up were seen in Sephora seeking more information on Laneige. “This was a great mall to help us launch,” concluded Horowitz.
Exclusive: @isabelmarant and @lorealmakeup have teamed up to create a capsule makeup collection. "She is rather natural in the day but doesn't have time to go back home before going out [in the evening] and redo her entire beauty look," said Marant on the 5 products included in the collection, which will launching in September. Read @jenniferbethweil's interview with the designer on WWD.com. #wwdnews #wwdbeauty
After 17 years, Tomas Maier is leaving @bottegaveneta. “I am deeply grateful to him and I personally thank him for the work he accomplished, and for the exceptional success he helped to achieve,” said François-Henri Pinault, head of parent company @kering_official. Head to WWD.com for more on his departure. #wwdnews #wwdfashion (📷: Davide Maestri)
@shaymitchell is no stranger to teaming up with beauty brands, but she’s made her latest partnership official: She’s signed with @buxomcosmetics as global creative brand ambassador, WWD learned exclusively. Mitchell and Buxom will collaborate on campaign development, social media strategy and content and new product and shade development. Read more on WWD.com. #wwdbeauty (📷: @clint_spaulding)
Today we’re at the WWD Retail 20/20 Forum where industry leaders will be talking about the future of shopping for fashion, footwear and beauty. Tune in on Instagram Live at 9 am and 3:30 pm to hear from two of our speakers –– @therealreal’s Rati Levesque and @bandier’s Stephen Ippolito. #wwdsummits (📷: @elizaflorendo)
Seen last night at @coach’s launch party for “Life Coach,” an interactive pop-up in Soho: @joansmalls. Open now, visitors of the pop-up can engage in themes of “creativity and self-expression,” through tarot, carnival games, live performances and art. See the rest of the party pics on WWD.com. #wwdeye (📷: @vnina)
“We figure there’s enough cynicism to go around the world right now let’s go out there and be ourselves, let’s be enthusiastic, let’s have positive energy, which is something I think a lot of people really want and need right now,” said musician @joshgroban ahead of hosting the Tony Awards with @sarabareilles. Read @leighn’s interview with Groban on how he picked his look for the night, his next record and more on WWD.com. #wwdeye #tonyawards (📷: @vnina)
“Rock as an attitude and not a uniform. Street as a style and not just clothing. Sportswear as the new normality,” @paul_surridge said of his first @roberto_cavalli men’s wear collection, previewed here. The British designer joined the brand as the creative director in May 2017, and is gearing up to unveil his debut for the label with a runway show at the Florence Charterhouse on June 13 at #PittiUomo. Head to WWD.com to read more about his collection and see more sneak peek photos. #wwdfashion (📷: @simonelezzi)