NEW YORK — Estée Lauder unveiled a new generation of merchandising counters at Bloomingdale’s on Thursday, as the first step in a global rollout of 300 installations over three years for the Lauder brand. The cost of the overall...
NEW YORK — Estée Lauder unveiled a new generation of merchandising counters at Bloomingdale’s on Thursday, as the first step in a global rollout of 300 installations over three years for the Lauder brand. The cost of the overall project has been estimated by industry sources at $50 million.
Patrick Bousquet-Chavanne, group president of the Lauder brand as well as MAC Cosmetics and the company’s Fashion Fragrances, co-hosted a ribbon-cutting, along with Bloomingdale’s chairman and chief executive officer Michael Gould, at Bloomingdale’s 59th Street flagship.
Bousquet-Chavanne described the new 1,100-square-foot counter space as serving two purposes. Along with this year’s new advertising campaign and the new product packaging now hitting stores, the new counter look is meant to play a key role in the venerable franchise’s renewal by "signaling the modernity of the brand" to consumers. It also gives beauty advisers a new tool to help stimulate sales.
The counter design was inspired by the glamorous old salons of Estée Lauder herself. The counter is actually an archipelago of four floating units, two of them cosmetics bars, each sporting three makeover stations. The floor was carpeted to make the open, airy design even more inviting. That touch was a Lauder first.
Gould seemed delighted to overhear a reporter remark that the new counter looked larger than its predecessor. "Since perception is reality, it’s reality," he beamed at the beginning of his speech, noting later that the counter is actually a little smaller, but it will be more productive. "It is a thousand times better than what we had before," he said, later adding that "it’s clean and it’s easy for the customer to shop." The design is also "airy, light and open," he said, declaring that "this is totally updated Lauder."
While Bousquet-Chavanne pointed out that this was the first store in the world to receive the new look, he pointed out that the customer reaction is all that matters. On that front, he reported overhearing a customer expressing surprise that there was a Lauder counter in that location, even though all it did was replace an older version. "It’s all about recruiting new customers," he said.Gould strongly alluded to increased business, but he gave no numbers. The Bloomingdale’s counter started operating three weeks ago and there has been a 25 percent positive shift in business, according to sources, who estimate that Lauder is shooting for a 15 percent gain as the counters roll out around the world.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)