Sephora is quietly identifying the latest generation of niche brands and poised to increase brand awareness for them.With a new program called Scouted by Sephora, the retailer is highlighting the brands it believes will be the next big things. Their common denominators: All are niche brands, all have limited, if any, brand awareness in North America, and all have stood out to Sephora merchants.“It’s a new platform, but its roots are classic Sephora,” said Deborah Yeh, senior vice president of marketing and brands for Sephora. “It brings to life the ways we help customers find new beauty brands. Our consumers are very open to finding new brands, and we pride ourselves on bringing those new brands to market. It’s a way to enhance discovery for our consumers.” It also has a reason closer to home: “It helps us identify key trends and market them in a compelling way,” she said, pointing to sheet masks as a recent example.The idea came about after Sephora’s national sales conference last year, which featured a showcase of interesting indies, said Yeh, noting that the retailer’s merchants “started to get excited about a number of different brands that they felt didn’t have a broad awareness among U.S. consumers.”Thus far, Sephora has identified 40 niche brands that will be highlighted during the program and more are on the horizon, added Yeh. “We’re already getting traction on the idea and it’s something we plan as an ongoing program,” she said.Eight to 10 brands will be highlighted every other month. The current offerings include Viseart, Tatcha, Juliette has a Gun (fragrance), Makeup Eraser, Reverie, Cinema Secrets, Sunday Riley and Skin Inc. The next installation is planned for late October and will have a global theme. "Each of the brands has a unique story and we look forward to pulling back the curtain to share these inside views and introduce consumers to these brands,” said Yeh.The animation around the program will largely be online, said Yeh, but most of the brands have some store presence in Sephora as well. A landing page on sephora.com will serve as a central location for the program and the retailer also plans direct e-mail to beauty insiders, social media and digital advertising and marketing to beauty influencers, said Yeh.The move follows a series of Sephora marketing programs, including a new subscription box offering and a virtual makeup application focusing on contouring.
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)