NEW YORK — Since Maybelline New York announced its new urban look and name in December, the brand has been busy.
In July, several products will launch, led by Dream Matte Mousse Creamy Natural Foundation, a compact mousse formula that will be available in 12 shades. The foundation is said to provide full coverage, and has a sponge-like appearance. The component is equipped with a screw-off top.
There is also XXL Mascara/Primer, a dual-ended volumizing and lengthening mascara; Forever Metallics Lites, a lighter version of the existing Forever Metallics Lipcolor line and Metal Shine Lipcolor, a lipstick in a convenient pencil form. Additionally, Expert Wear Eyeshadow will replace the brand’s existing Expert Eyes line and will feature a smoother, creamier texture and a long-wearing, noncreasing formula.
Marti Bentley, merchandise manager of beauty and cosmetics for Duane Reade, noted that, in addition to the products launching in July, Maybelline has been rolling out new store displays and she is hopeful for the brand’s performance. “I’m looking for both the new fixturization and the new products to make an impact for the second half,” said Bentley.
According to ACNielsen and Homescan data, Maybelline represented 19 percent of the $3.7 billion U.S. masscosmetics market in 2003. It’s sales were up 0.2 percent to about $703 million.
In August, Maybelline New York will also present the “Chicks with Attitude” tour, which features outspoken female rockers, including Liz Phair, The Cardigans and newcomers Katy Rose and Charlotte Martin, to capitalize on Maybelline New York’s edgier image.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“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