Double-ended applicators for two shades of lipstick, products to tame brows and attractive travel containers were just a few of the ideas tossed around during a chat attended by students from the Fashion Institute of Technology moderated by Stacy London, host of “Love, Lust or Run.”
With quick wit, London, the brand ambassador for Hollywood Fashion Secrets, responded to the attendees’ beauty hacks and product wish lists. When one student admitted she travels with her skin-care potions in Tupperware, London noted it would be great to have more attractive options. “Don’t get me wrong, I love Tupperware, it’s great for leftovers,” she said. “You’re creating your own life hacks and that’s one of the goals of this session — to hear what people need.” Hollywood Fashion Secrets markets fashion and beauty solutions, mostly notably Fashion Tape.
Another student shared her secret — an arsenal of safety pins. “That’s what Fashion Tape is for,” London shrieked. “It’s a lot less bulky and you can go through metal detectors,” London said. “I don’t care how good you are at it, with safety pins you look like a mess.”
London applauded another student who said second-day hair is her beauty hack. Then London jokingly chided another for how she used her second-day hair.
“You’re doing a sleek ponytail on second-day hair. That’s a waste,” she noted.
Many of the other requests were time-savers or solutions to issues such as chipped nails or ripped hosiery. London expressed surprise that Hollywood Fashion Secrets’ items — standards in all stylists’ bags — still have low awareness among retailers. “I used to have to home-make some of these things before. Now they are so ingrained in our heads that you don’t even think of who thought of it,” said London. “It’s like the toilet seat — who thought of that.”
Jane Dailey, cofounder of Hollywood Fashion Secrets, used the session as fieldwork for future product ideas and to drive category awareness. Chatting with women about common problems helped her create products such as deodorant-stain remover pads, gadgets to remove pills from sweaters and cotton swabs infused with eye makeup and corrector. “So you don’t look like you’re on the walk of shame,” joked London. A few ideas gleaned included attractive travel containers to house a neutral and a bold color lipstick. The retail community is starting to expand into the category. For example, Duane Reade added a rolling side-cap fixture with twelve items from the Hollywood Fashion Secrets portfolio.