Valentine’s Day can be a bust for those without a partner. This year, the beauty industry has a game plan. Buoyed by a robust Christmas, the industry is hauling out offers to wrest Valentine’s Day presents away from the chocolate, jewelry and floral categories. What’s notable is that brands are borrowing a strategy that propelled sales last Yule — promoting products for self-purchase for those without significant others.No matter the intended recipient, Valentine’s Day is shaping up to be the second largest in the 15 years since the National Retail Federation started tracking its sales. According to the NRF and Prosper Insights & Analytics, total spending for the romantic holiday will hit $19.6 billion, up from $18.2 billion last year. Jewelry, a night out, flowers and clothing top the gift list, but if the beauty industry has its way, fragrances, candles and even chocolate wax services could muscle into the top-selling list.Otherland, a new direct-to-consumer candle brand, seeks to fill the market gap between superluxury brands like Nest and mass-market entries. For Valentine’s Day, the brand has a limited-edition Valentine’s Day Candlegram targeted to “those who are taken or single AF.” Launched last December, Otherland is the brainchild of Abigail Stone, who combined her business school education with work experience in fashion and art acquisitions to craft the collection.The Valentine’s Day version features packaging inspired by vintage floral scarfs, Henri Matisse and the Los Angeles flower market bundled with an exclusive love poem penned by Instgram-story star Alison Malee. The gift box also includes a set of matches stored in a personalized matchbox. The candles are a custom soy-and-coconut blend. Like Otherland’s traditional pricing model, there is a single candle for $36 or a mix-and-match three-pack priced at $89 with complimentary shipping included.The five core collection candle scents, Canopy, Rattan, Chandelier, Kindling and Daybed, were formulated by master perfumer Firmenich, and are the five distinct scents Otherland thinks every home needs to create any kind of vibe. The packaging resembles a giant matchbox that has become popular unboxing fodder for social media videos, said Stone. This year, she wants to open a pop-up shop to expose more consumers to her brand and she hopes it will encourage shoppers to trade up from low-end, while also attracting those who have been shelling out for higher-end brands.Positioned that not everyone is lucky in love, cruelty-free makeup line Luscious Cosmetics turned to its staff members to create Hearbreakers Lipsticks with names such as Player and Romeo timed around Valentine’s Day.Spas are getting into the Valentine’s Day action, too. Face to Face NYC, founded by Enrique Ramirez, is offering deals on chocolate wax through the month of February. Chocolate wax is said to be less painful than standard wax, less likely to cause breakouts and loaded with anti-inflammatory properties — and a good self-treat.[caption id="attachment_1202554202" align="alignnone" width="300"] Influenster tracks buzzed-about fragrances.[/caption]Fragrances, of course, are a staple of the romantic holiday. Influenster drew from its peer-to-peer product discovery and recommendation platform to uncover the most buzzed-about scents in advance of Valentine’s Day. Influenster analyzed over 250,000 authentic, user-generated reviews in the fragrance category on its platform to determine the most-reviewed fragrances unique to each state. Overall, with nearly 15,000 organic reviews, Victoria’s Secret Love Spell Fragrance Mist is the winning fragrance with the most number of reviews on Influenster. The fragrance that took home the most buzzed-about title in the most number of states is a tie between Bath & Body Works Pink Chiffon Eau de Toilette and Victoria’s Secret Bombshell Fragrance Mist.
Breaking: @cushnieetochs’ co-founders @carlycushnie and @ochsmichelle are parting ways. After a 10-year run, Ochs is leaving the brand. Get the full story on WWD.com – link in bio. #wwdnews #wwdfashion
@maybelline’s Kanako Takase had snow bunnies in mind when creating the beauty look for @philipppleininternational. Playing off of the bedazzled snowboards in the collection, Takase mixed two highlighters together for a luminous sheen. #wwdbeauty #nyfw (📷: @jilliansollazzo)
“There’s a huge gap between the old way of doing things and today. It takes the youth to help evolve that. You have to count on the kids today to help lead you into the future. A lot of these retailers are stuck in the past. Communication is the biggest thing,” said @ronniefieg of @kith on the youth’s role in retail. On Monday night, Jeff Staple moderated a keynote session with Fieg and @syresmith at Assembly - a series of workshops, talks and keynotes addressing topics or issues in the apparel industry. Head to WWD.com to read more advice from Fieg and what Smith thinks of his dad @willsmith’s Instagram account and sustainability (📷: @weston.wells)
@joansmalls closed the @michaelkors fall 2018 show in black sequined pants and a varsity T printed with 19 on the front and 81 on the back. 1981 – the year Kors went into business. #wwdfashion #nfyw (📷: @giovanni_giannoni_photo)
“You think your life is going to be a certain way, and nothing you thought would happen ends up happening. Never in my wildest dreams did I think I’d be designing clothes and working with Mickey Drexler, and building something I’m deeply proud of,” said Jenna Lyons. Nine months after leaving @jcrew, Lyons is exploring the meaning of happiness. Read the interview, where Lyons talks about reinvention and more on WWD.com – link in bio. #wwdfashion (📷: Farrell) #jennalyons #jcrew