NEW YORK — Elizabeth Arden is planning a little face time this summer, with significant new introductions coming in both color cosmetics and skin care.
Color Intrigue, the brand’s new lipstick lineup, includes 24 shades broken down into five color families — reds, corals, neutrals, pinks and plums —?in both cream and pearlized formulas, noted Lisa Mataro, vice president of marketing for Elizabeth Arden. Color Intrigue also introduces new lipstick packaging for Arden — a black case with a smoky overlay with the Arden name seemingly floating inside. The square packaging, designed by Ricardo Gambaccini, features rounded edges and gold accents, while the outer packaging is black with an overprinted pattern of Arden’s red door logo. The interior of the lipstick carton is a pop of crimson.
As well, Arden will introduce coordinating Smooth Line Lip Pencils in eight shades.
Each lipstick retails for $17.50, while the lip pencils are $15 each. All will be on counter in mid-August in Arden’s lineup of 1,500 department and specialty store doors. National advertising is planned and will break in September magazines, and more than 7 million mailers and blow-ins are also planned. While Mataro wouldn’t comment on projected sales or advertising, industry sources estimated that the lip products would do about $5.5 million at retail in their first year on counter and that about $1 million would be spent on advertising and promotion.
Arden’s also facing summer with a new addition to the Ceramides franchise, Ceramide Plump Perfect Moisture Cream SPF 30. The product was inspired by the growing cosmeceutical trend, noted Mataro.
“For the first time, Plump Perfect combines three ceramides in one product,” said Tony Vargas, director of skin care research and development for Elizabeth Arden. “Ceramide 1 helps to strengthen skin, ceramide 3 helps to moisturize it and ceramide 6 helps to exfoliate and retexturize.” As well, he noted, Plump Perfect includes argireline, a hexapeptide that is intended to plump up lines on skin, and polyquat, a polymer which is said to bond to the skin to lock in moisture. Plump Perfect retails for $55 for 1.7 oz. and will be available in Arden’s full U.S. distribution in mid-July.Arden plans national advertising for Plump Perfect beginning in August magazines, as well as a sampling campaign aimed at getting more than 500,000 samples into consumers’ hands. While none of the executives would comment on projected sales or advertising spending, industry sources estimated that Plump Perfect would do about $3.5 million at retail in the U.S. in its first year on counter and that about $1 million would be spent on advertising and promotion.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast