Fashion Week Links With Mass Beauty Brands
Fashion week has kicked off with all the jockeying for front seats and previews of what styles are to come. While prestige beauty firms are still an important part of the makeup looks, mass market brands also have been invited backstage over the past four years. The trend reflects the overall attitude of many women who are mixing their MAC with Maybelline as they shop for what they like where they want to buy it.
This year, there are many examples of designers linking with drugstore brands. Maybelline New York is the official makeup sponsor of Mercedes-Benz Fashion Week. For this sponsorship, there is a contest called Be a Sensational Makeup Artist. Maybelline and CVS invited consumers to showcase their talents in a video of themselves creating a makeup look with Maybelline products. A panel of beauty experts, including Maybelline New York makeup artists and executives, will judge the contest and pick finalists. Those viewing the entries online, however, will pick the grand-prize winner. That winner gets a trip to New York and a chance to help backstage at fashion shows next year.
TRESemmé also is getting fashionable as the official hair care sponsor of Mercedes-Benz Fashion Week. TRESemmé is working with reality star Whitney Port, a young designer form MTV’s “The City.” There also will be a TRESemmé Salon & Lounge in Lincoln Center with a dedicated salon with free dry styling. Downstairs, a professional photographer will snap shots for a TRESemmé Facebook page. TRESemmé will be creating hair looks for Tracy Reese and Charlotte Ronson. Tracy Reese models will don the latest styles from Sally Hansen, as part of an ongoing partnership. Sally Hansen also will be the color brand behind several other designer shows. Napoleon Perdis, who has his own brand at Target, is the official makeup sponsor and key artist for six shows this season — Elise Overland, Kaelen, LaQuan Smith, Venexiana, Walter and William Tempest.
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“New York Fashion Week is an event unlike any other, and I’m honored to be able to use my skills to enhance the shows of these gifted designers,” said Perdis. “My brand is really about transforming runway trends into reality for my customer. But being front and center at fashion week affords me the opportunity to create trends, which is an exciting and challenging experience I look forward to each season.”
The influx of mass brands into fashion week opens up opportunities for mass retailers, too, who can create displays showing the runway looks and how products they sell can achieve those styles. Mass brands also can tout their partnerships with top designers in stores, editorials and blogs. The fit with fashion shows can only help elevate the status of mass beauty brands.
People, Places and Things
A few words with Ed Shirley, vice chair of global beauty and grooming at Procter & Gamble, as he addressed an investment conference in Chicago.
Ed Shirley: “There is an emphasis on new markets for Olay. The expansion of the brand will continue into 2011 with the ultimate aim to increase the number of markets where Olay is sold from 69 to 100 over the course of the next two years. Men are an important growth area and Gillette has been a good acquisition. The premium-priced Fusion Proglide became a best-selling razor after one week. When guys place sharpened steel on their face at 5 o’clock in the morning, they can tell the difference, trust me. Even at a premium, even in a challenging economic environment, guys trust the Gillette brand.”
What’s in Store
Pantene’s Beautiful Lengths: More than 100 women volunteered to have eight inches of their hair cut for the Pantene Beautiful Lengths hair-cutting event at a golf competition presented by Wal-Mart. The women were golfers participating who wanted to donate hair for wigs for female cancer patients.
Tweeting at Revlon: Revlon might be late to the party, but it is moving quickly to get a big presence on Twitter. Stating it had to wait for that “perfect moment” to enter the social media fray, the beauty company said it would give its 500 followers a new shade of Super Lustrous Lipstick, created by global artistic director Gucci Westman for her new collection, Suede Rhapsody, which will hit stores next month. The deal sparked an immediate growth and in two days, Revlon has 2,000 followers.