Less than a minute into a half-hour infomercial for Miracle Skin Transformer, a persuasive male voice intones: “Customers of Sephora, the top retailer in the world, have given Miracle Skin Transformer gold-star status.” Three minutes later, the audience is introduced to brand founder Sarah McNamara as she’s speaking to customers inside a Sephora.
“That is the first time a retailer has ever partnered with an infomercial and, obviously, Sephora is thrilled because they are being mentioned on an infomercial,” says McNamara. However, she adds, “Sephora doesn’t think they are in an infomercial. Sephora thinks they are in a beauty ad.”
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)