Dr. Mirela Mitan, who helped launch blockbusters at companies including The Estée Lauder Cos. Inc., is debunking the conventional thinking in the skin-care category.Skin-care brands are associated with multiple items, a trend pushed to its zenith with the influx of South Korean firms endorsing as many as 10 steps. In her previous positions, Mitan saw the need to feed marketing departments’ product machines to fill a pipeline of new items. But when she departed her post at Lauder to start her own company, called MMXV Infinitude, she decided to rewrite the rules.Just one product, loaded with white truffles, olive and grape extract, is all Mitan believes is needed for a morning and night routine. Her concept has already caught the eye of Cos Bar and Bergdorf Goodman, where it is sold, along with her company’s web site. Angela Welcome, buyer for cosmetics at Bergdorf Goodman said Infinitude was a great fit for its new BG Beauty Lab the retailer launched last fall. “We're always thinking about what our client at Bergdorf Goodman wants or needs in their beauty repertoire. What makes Infinitude such a great fit is that it's a luxurious product incorporating seven key uses in one jar.”Acknowledging a multitude of products fattens sales, Mitan disputes the need for overflowing bathroom cabinets. “The era is over. Who has time to apply several products to the face?” maintained Mitan. “It is way too much.”With a goal of simplifying the process, Mitan put her Ph.D. in biochemistry and her MBA in luxury marketing to work. She identified overlaps in ingredients in skin-care regimens — making the multiple steps redundant. Her one product was formulated to do the work of seven, she said. It is calibrated to moisturize, nourish, balance and reduce the appearance of wrinkles and fine lines.Additionally, Infinitude is designed to plump skin, increase elasticity, even skin tones, prevent scarring and lighten brown spots. It does so, Mitan explained, by “reading” the macromolecular construction of the skin so each ingredient to perform optimally on all skin types. It retails for $225 for a 1-oz. jar.“You can use it like a serum, like a day cream, like a night cream, like a primer. I harnessed everything from my 25 years of experience,” she said. The ease of one item is expected to boost skin care compliance, Mitan suggested, and build more transactions.Does the goal of not overloading consumers with products limit MMXV’s product pipeline? Not so, she said. “I’m working on other multifunctional creams. There is much potential in many categories,” concluded Mitan.
To celebrate Pride 2018, @themarcjacobs released the #GratefulNotHateful campaign, a social media initiative aimed at extending Pride beyond the parade. Inspired by Jacobs’ everyday outlook, the campaign features Jacobs along with a group of models and social media stars who are members and supporters of the LGBT community, all seen wearing @marcbeauty’s Highliner Gel Eye Crayons in colors of the rainbow. Head to our Instagram stories to see close-ups of the liner. #wwdbeauty
Virgil Abloh’s dad Nee and Don Crawley, cofounder of RSVP Gallery, were some of the hometown crew at the Chicago-born designer’s debut show for Louis Vuitton. (📸: @jdiderich ) #wwdmens #louisvuitton #virgilabloh
About last night: @marycharteris and @adwoaaboah hit up Hyde Park for the Serpentine Galleries’ annual summer party held in partnership with @chanelofficial. Head to WWD.com to see more photos. #wwdfashion
“This is Paris, my first show. I’m all about democracy. If some kid shows up, flew from New Jersey to just be around, let’s get him a seat.” — @virgilabloh tells WWD’s @jdiderich ahead of his first show for @louisvuitton men’s. (📸: @alfredo_piola ) #wwdmens #virgilabloh #louisvuitton
“Kate Spade was a true fashion icon who brought joy to the lives of women around the world, and inspired women to live life to the fullest. We are dedicated to carrying on her legacy,” said Anna Bakst, brand president and chief executive officer of @katespadeny. The Kate Spade Foundation announced that it will be donating $1 million to suicide prevention and mental health awareness in tribute to the recent death of Kate Spade. Read more on WWD.com. #wwdnews (📷: @chinseephoto)
A first look at @virgilabloh’s sneakers for @louisvuitton. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion 📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim