For Julia Goldin, global chief marketing officer at Revlon Inc., authenticity is the foundation for any marketing initiative — whether in-store or online.
“At the end of the day, it’s the benchmark against which all brands are now judged,” she said, quoting John Grant from “The New Marketing Manifesto.”
Goldin cited a digital program that focused on Revlon India — where the brand isn’t as accessible as it is in the U.S. — as serving a 2-in-1 purpose. A dual product was targeted toward women online who live “dual roles” — what Goldin described as the juxtaposition between traditional Indian values (90 percent of marriages in the country are still arranged) and modern life, hobbies and professions.
“We created a connection with the Indian woman,” she said. The project became Revlon’s most successful lip launch to date in India — in just over three months, it garnered 90 million impressions with an 80 percent engagement rate.
A virtual catwalk on Pinterest during New York Fashion Week also saw strong engagement, as did the brand’s sponsorship of the U.K.’s Brit Awards — where five nail looks based on music nominated for the show appeared online. Revlon Australia also partnered with Oracle Fox’s Amanda Shadforth, following the blogger for a day and producing a video that ran on the blog and YouTube.
Goldin suggested companies do fewer things in the digital realm, but in a “bigger way,” and warned organizations not to spread themselves too thin in the space.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)