Nonie Creme, the former founding creative director of Butter London and founder of Colour Prevails, doesn’t think the industry needs another color launch that doesn’t add anything fresh to the business.That’s why her latest venture fills in what she views as gaps in the existing market. Under a banner called BeautyGarde, Creme plans to build a collection of items addressing consumer demands. Industry sources believe she could build BeautyGarde to a business producing more than $30 million per year.First out of the gates is LashGarde, a line of oil-free lash products formulated for women and men who wear lash extensions or artificial lashes, that grew out of her personal experiences.“I’m hooked on lash extensions,” Creme told WWD. But when she found her costly extensions weren’t standing the test of time, Creme learned the lashes need special care. One thing she learned the hard way was that oil-based products must be avoided “at all costs,” she said. The same rules were true for artificial lashes purchased for home use. In particular, she found, lashes need to be properly cleaned since they can collect bacteria. There were no designated product lines Creme could find on the market meeting these needs.[caption id="attachment_11054187" align="alignnone" width="196"] Nonie Creme[/caption]“It became my passion over the year to see what I could do in the lash category — and do it better,” Creme said. “You can have all the cute packaging in the world but unless your product offers a benefit, it doesn’t offer something different [to the market].”That was the genesis for LashGarde which includes oil-free mascara, oil-free Lash + Brow Shampoo (featuring a special charcoal-activated brush), oil-free liquid liner, oil-free priming sealant and faux lashes with faux lash adhesive. Creme said the products can be used by anyone, not just lash fans. LashGarde is rolling out this month on beautygarde.com with plans for a specialty retailer to add the line in 2018.The entire faux-lash category, Creme noted, is undergoing explosive growth sparked by the Kardashian/Jenner clan and social media exposure. Mass-market lash volume jumped double digits, according to IRI data for the most recent period tracked in mass-market doors. “And just walking in the street, you see so many more salons offering extensions,” Creme said.As she builds out an entire brand, Creme said her next targets are brow and lip. She is working on a product to help produce fuller lips. Industry sources said that once the entire line is developed it could bring in sales as high as $30 million per year. She vows to stay ahead of the industry as she did when she helped create Butter London, ushering the concept of polishes with fewer chemicals, coining the term 3-free before it became an industry norm.
For its next men’s wear collection, @roberto_cavalli will show as a special guest at #PittiUomo, running from June 12-15. The brand, which has Florence in its roots, will relaunch its men’s wear collection, which will be presented separately from women’s wear for the first time since Paul Surridge was appointed creative director in May. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech at the @sxsw conference for @createcultivate, the online platform and conference series for women. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.