http://www.youtube.com/watch?v=z6GonUkoYYsAs brands scramble to establish a better-for-you positioning, Weleda North America, a venerable name in the natural business, is launching its first beauty and lifestyle campaign. Called Live Your Inner Nature, the company teamed with several lifestyle, beauty and fitness experts to unveil a video campaign with a theme to bring people back to nature.There is a lot at stake in the natural beauty care business where the U.S. remains an unregulated market making the definition cloudy. However, consumers are clamoring for lines free of caustic ingredients. In fact, Jordan Rost, vice president of consumer insights at Nielsen, said products with natural claims represented 3.1 percent of the U.S. personal care market last year. Layering on that, Kline Group said natural moved from niche to mainstream in 2017, chalking up a sales increase of 9 percent in the U.S. — more than double the expansion of conventional cosmetics and toiletries.Weleda’s campaign reinforces the brand’s heritage in plant-rich products that are validated by Natrue, Europe’s leading natural certifier. Weleda’s lineup features hand-selected, plant- rich elements such as Calendula and regenerating pomegranate. Influencers handpicked to share their confidence in Weleda products include yoga teachers, green beauty celebrity makeup artists and personal trainers. The video segments, linked to the company’s website and social media platforms, feature each discussing what finding inner nature means to them, and why it’s important in helping bring balance and harmony to their lives.“We want to positively disrupt the notion that natural products are only for a specific type of person, and inspire a movement that helps others find their own inner nature — their healthiest, most balanced and connected self,” said Robert Keen, chief executive officer and general manager of Weleda North America.In addition to the beauty and lifestyle influencer campaign, Weleda North America will unveil a full brand refresh in 2018, consisting of new packaging to highlight product benefits and plant-rich properties, a new website, brand education at store level and online, a new digital media ad campaign and launches across skin and body care, including a Soothing Hand Cream. Weleda is sold in the U.S. in chains such as Whole Foods and Target, along with specialty natural retailers.
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)
"In order for Shudu to wear garments, she needs to be able to put them on, just like you would in the real world. You have to digitize the outfits," said Cameron-James Wilson on dressing 3-D model @shudu.gram for her WWD photoshoot with @itsclo3d. #wwdfashion (📸: @cjw.photo)
“Shudu is a digital supermodel, a very glamour and amazing woman. But she’s 3-D,” says Cameron-James Wilson, a fashion photographer and the creature of @shudu.gram. Here, Shudu wears @cushnieetochs for her debut fashion editorial. #wwdfashion (📷: @cjw.photo)
“It is the fierce female performances that came before me that made be able to clearly identify for myself what it was that I wanted to do, what kind of artist I wanted to be, what kind of films I wanted to make,” said @brielarson at the Women in Film Crystal + Lucy Awards. See more pictures from the event on WWD.com. #wwdeye (📷: Matt Baron)