Products to hold things up are keeping mass-market beauty sales from going down.
With color cosmetics sales in a slump, retailers such as Ulta Beauty, Walgreens, Wal-Mart and CVS are finding additional traffic and profits from an emerging category — style essentials. Retailers estimate that while traditional color cosmetics sales are down slightly, style essentials are expanding 20 percent per year.
The category leader, Hollywood Fashion Secrets, just launched a digital campaign to help expand the awareness of the category, using newly signed ambassador Stacy London. There are three sets of ads running as banners on elle.com, instyle.com and shape.com as well as Facebook. As part of the collaboration with Ulta Beauty, the ads drive viewers to a Hollywood Fashion Secrets microsite with a store locator for Ulta stores.
While many women associate the category with fashion tape, the highlighted products in the campaign show the scope of the brand. The company has more than 30 items encompassing everything from sweater savers and deodorant removing sponges to bra converter clips. From a beauty solution standpoint, there are also eye makeup and nail polish corrector swabs, perfume atomizers and oil blotting tissues.
London will also make in-store events at Ulta stores and appear in online videos. She told WWD she sees untapped potential in the tools to avoid wardrobe malfunctions. “Just as makeup requires brushes, tweezers, etc., wardrobe and beauty required a wider selection and these helpful tools enable us all to perfect one’s look.” London said her favorite item is the deodorant sponge. “I absentmindedly put on deodorant and then a dark top or dress just to see the deodorant on the garment I’ve just put on,” she explained.
Jane Dailey, president and cofounder of Hollywood Fashion Secrets, said her company has created a whole new category bringing add-on sales to retailers. “We are a brand that ‘gets’ women and solves problems,” she said, adding she’s doing a deep dive into consumer research to uncover new opportunities. One such result is a purse-size collection of some of the most popular tools, including pre-filled swabs and lint removing sheets.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)