SHAKE YOUR BEAUTY
WHAT BETTER TIME THAN OSCAR WEEK FOR THE COSMETICS INDUSTRY TO STRUT ITS STUFF?

Byline: Merle Ginsberg

For years, beauty experts, makeup artists, hair stylists and big brands have been using the Oscars as a platform for marketing, branding and a general hypefest. While many nominees and presenters are made up and coiffed by the agencies here, it hasn’t stopped companies such as Bobbi Brown and Chanel from jumping into the fray.
This year, MAC sent out crystal-coated compacts and star-inspired makeup charts designed by accessories maker Tarina Tarantino. Anastasia sent out her “Ultimate Eyebrow Kit” with a special tweezer by Judith Leiber and held a waxing party in her Bedford Drive salon. Bobbi Brown had a suite at the Four Seasons, booking appointments as she has for the last years. Vidal Sassoon hosted a suite at the Beverly Hills L’Ermitage with its top teams from Beverly Hills and London.
New to the L’Ermitage scene was Helena Rubinstein’s general manager Margaret Sharkey, who brought out a nail team, makeup artists and HR’s new spa line. Other first-timers included Fred Segal Beauty in Santa Monica, who stocked a suite with product; Anastasia’s much-documented competitor, Valerie of Beverly Hills, who sent out a “Red Carpet 911” to carry in an evening bag; Bourjois cosmetics, which appeared in goodie bags handed out at Randolph Duke’s fashion show, along with hair products from Prive’s Laurent D.
Chanel arrived with its entire summer makeup collection available to celebrity makeup artists at the Regent Beverly Wilshire. “This was our second year,” said Tracy Geiger, Chanel’s associate director of PR for beauty. “The artists came individually by appointment, because they’re competitive with each other.”