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.”[caption id="attachment_11095183" align="alignnone" width="300"] Mirela Mitan[/caption]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.
@beyonce chose a custom gown by @falgunishanepeacockindia for mother @mstinalawson 's second annual Wearable Art Gala last night. The gown, which took 10 days to make, was inspired by Nubian warrior queen Amanishakheto. Reporting by @hernameislex . #wwdeye 👑 🐝#beyonce
After dressing @justintimberlake for his Super Bowl halftime performance last month, @stellamccartney has designed the star’s "Man of the Woods" tour wardrobe. Timberlake will be wearing a mix of pieces from McCartney’s fall men's collection as well as custom designs and items from his own closet. #wwdfashion
@carmeloanthony is upping his fashion game once again, introducing a hat collection with @goorinbros. Called Fresh Greens by Melo x Goorin, the line consists of five unisex models, all of which are made in America from 100 percent wool. Each hat is lined with Anthony’s signature and the inscription “Knowledge of self, wisdom and understanding.” You can purchase the collection line at Goorin’s website as well as three off its stores in San Francisco, New York City and Las Vegas #wwdaccessories
“I am of tradition, but that doesn’t mean I have an old outlook on life,” Hubert de Givenchy told WWD in an interview in 1978. The legendary designer, who died last week at the age of 91, achieved wide success soon after launching his own couture boutique in the early ’50s, but he refused to pine for that time. For the first time since its original publication, read our interview with Givenchy on his awe for Audrey Hepburn and looking forward. Link in bio. #wwdarchives #fbf (📷: Pierre Schermann)
About last night: @alexachung and @supergausa toasted the launch of their capsule collection. “It’s the shape that I love, so rather than amend the last and make the sole crazy or do anything wild, we just did really subtle additions that I think make it look really luxe-y,” said Chung. #wwdfashion (📷: Marc Patrick)
Exclusive: @off____white’s @virgilabloh is launching an exclusive eyewear capsule collection @sunglasshut. The unisex collection, which is made up of three styles, first made its debut on the brand’s fall runway show in Paris. Get all the details on WWD.com – link in bio. #wwdnews #wwdfashion