Maybelline New York aims to change the way a woman buys makeup for her face — especially how she shops for it in the drugstore aisle.
The brand, which is ranked as the leader in cosmetics for the four-week period ended Aug. 10, grew 15 percent to a 20.2 percent dollar share, according to sales data from SymphonyIRI Group.
While some of Maybelline’s recent success can be attributed to Instant Age Rewind The Eraser foundation (the best-selling new foundation, according to SymphonyIRI), the firm is looking to build on its face business and lure the entry-level face-makeup wearer, as well as the more established foundation consumer.
With Fit Me, a four-product face line, Maybelline executives believe it offers a newer take on the “shade true” category, starting with a foundation, a powder, a concealer and a blush. Three bronzers help complete the finished look.
While executives acknowledge Fit Me isn’t the first face regimen to include all of these items, the point of differentiation is that Fit Me links the various items together so the consumer will shop face as a regimen.
“For us, Maybelline already has a solid face business, but we needed to recognize the shade true segment of foundation. Our research tells us that ‘the right shade for me’ and ‘needs to look natural on my skin’ remain very important to the 1,000 women we spoke to. That was a big learning — and the inspiration for the Fit Me launch,” said Ali Goldstein, vice president of U.S. marketing for Maybelline New York.
Items in Fit Me use “skin merge technology,” a patented formula that aims to match skin tone and blend quickly. Fit Me includes a foundation, which has an SPF 18 and uses pigments that are grounded and refined before being added to a translucent base to allow for skin-shade replication. The foundation has a number featured prominently on packaging so the consumer knows immediately which shade of powder will match her skin, as its corresponding partner will bear the same number. Powders use a creamy pigment technology, and both the foundation and powder are available in 18 shades and will retail for $7.99. The concealer is available in six shades, while the blush comes in 12. Concealers will sell for $6.49 and blush and bronzers will sell for $5.51 apiece.
Industry sources estimate Fit Me could generate as much as $70 million in first-year retail sales.
In most stores, Fit Me will take up about three feet of space. Whether that space is new to Maybelline or a way to fill a hole left by a discontinued brand is still being decided by retailers said Carolyn Holba, senior vice president of U.S. marketing at Maybelline New York-Garnier. So that consumers can shop across the regimen, the line will be displayed in rows by shade, rather than by item. For example, the light-shade powders will be next to the light-shade foundations, along with coordinating blushes and concealers.
“Generally, all the foundations are at eye level and the rest of the items are underneath and they become secondary. We have reorganized how it is planogrammed in the store to a coordinating horizontal layout,” said Goldstein.
A tool at the shelf looks to help consumers narrow down what their shade is, too.
A print and TV advertising campaign for Fit Me follows a reality theme where each of Maybelline’s spokesmodels is filmed during various times of their days, giving it a documentary feel. Their Fit Me shade numbers are revealed at the end of each spot.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast