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.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye