July is typically an active launch period for mass-market beauty, as brands begin to introduce fall products. The category has struggled this year as consumers increasingly opt to shop specialty and e-commerce sites for brands traditionally found only in mass and drug stores. Mass makeup and nail tracked flat year-over-year, according to Nielsen data for the 12 months ending June 30. As sales in the drugstore channel continue to stagnate, this year brands such as L’Oréal Paris and Wet ’n’ Wild are betting big on exclusive, limited-edition and celebrity-backed product launches at Ulta Beauty, Walmart and on Amazon.
Here, a selection of key launches from mass-market brands.
Cosmetics entrepreneur Charlotte Tilbury came face to face with one of her inspirations when Queen Elizabeth handed her an MBE, or Member of the Most Excellent Order of the British Empire, at Buckingham Palace earlier today. #wwdbeauty
Stella McCartney has been designing wedding looks for customers, friends, family — and herself — for years.
And now, leveraging the success of the dress she designed for the Duchess of Sussex’s wedding reception in May, McCartney is launching, Made with Love, a bridal line including eight dresses and an ivory tuxedo, reports @natalietheodosi . “I feel very protective over the bride, because I know what it was like when I got married, and for me to do my own wedding dress. There are moments that are so personal and private, so emotional and loaded with many different issues,” McCartney told WWD in an interview in June. “I think we are really blessed to have the emotional trust with a woman. She’ll come in and feel the love that we put into everything. What she chooses can be conventional or unconventional. It’s a personal experience.” #wwdnews