Smashbox Changes Face
Get ready for a whole new Smashbox. Just a year after the Estée Lauder Cos. Inc. acquisition of the makeup brand, Lauder is re-staging Smashbox with new products and packaging, a new national advertising campaign and a revamped website.
The re-branding is more about refocusing on the legendary studio from which the cosmetics brand gets its name. “Life is your set; every moment is a photo opportunity,” said longtime Lauder executive Beth DiNardo, now global general manager of Smashbox Beauty. “We have some great digital that will speak to that, because it really is one of the only brands with a studio heritage.”
The brand’s fall 2011 advertising campaign, “Click, You’re It,” was shot by Terry Richardson and features Amber Le Bon, Atlanta de Cadenet and Laura Love. It is currently breaking in September fashion, beauty and lifestyle magazines and will continue to run throughout the Fall. Davis Factor will also do a personal appearance at Sephora’s Fifth Avenue store in Manhattan for Fashion’s Night Out on Sept. 8.
Oscar de la Renta’s New Scent
Live in Love, which is set for an Oct. 15 launch in the U.S. and Canada, will be the first new scent to come out of the Oscar de la Renta design house in a decade and the first completely new project to emerge since de la Renta wrested ownership of his beauty trademark from L’Oréal in a court battle last year.
“I said, ‘My goodness, what a great name. I’m sure that has been registered by 100,000 people,’” De la Renta recalled thinking at the time. The designer paused, then asserted, “This is about how you embrace life — you live in love. It’s not a person, it’s loving life, it’s loving the life you live, what you give, what you have received.” He then explained his approach to fragrance. “What you have to do is to try to do something that you can somewhere, somehow make yourself…sort of different from what everybody else is doing,” he said. “At the very end, what counts is not really the bottle or advertisement and how it’s presented. Our principle thing was to create a new fragrance that a woman will fall in love with.”
The top notes, ginger orchid, adds brightness and a hit of freshness, since it is also coupled with bergamot. Those two notes are meant to merge with the lushness of hyacinth, green muguet and galbanum. Florals are at the heart— jasmine Sambac, orange flower and rose. The base is formed with white woods, musk, amber, sandalwood and cedarwood. Price points range from $58 for a 1-oz. eau de parfum to $78 for a 1.7-oz. version to $98 for the 3.4-oz. size. A 6.8-oz. body lotion is priced $49.
Victoria’s Secret Goes Abroad
Limited Brands Inc. will advance its international strategy by testing two to three Victoria’s Secret mall stores in the London area next summer, the Columbus, Ohio-based company said on Thursday during its second-quarter earnings Webcast. The first Victoria’s Secret flagship in the U.K., a 16,000-square-foot unit, will open on New Bond Street next summer.
Limited Brands in 2011 will open 130 stores outside the U.S. In Canada and the Middle East, the company with partners will unveil units for Victoria’s Secret, Pink, La Senza and Bath & Body Works. The burgeoning Victoria’s Secret Beauty and Accessories retail concept will get a boost from 39 new stores bowing this year in Asia, Europe, the Middle East, Turkey, South America, “even the U.S. with airport stores such as JFK,” as “the concept that can travel well and leads the Victoria’s Secret brand into other parts of the world.”
Source & Photo: WWDSee the Top Ten Summer 2016 Trends for Women Over 40