New Moves For Makeup Forever
Makeup Forever is making 2013 about growth with expansions, education, and the first foundation launch in four years. J.P. McCary, general manager, Americas, for Make Up For Ever. “We want to become the makeup brand known for education — our goal is to teach and empower women to learn how to do their make up using our professional expertise. Everything we do in 2013 will have a learning component, but we’re trying to do it in an approachable way that is unique and exciting.” The brand will launch the new Pro Finish foundation, a wet-dry compact formula, on January 29th and be sold in 325 freestanding Sephora stores, 386 Sephora inside J.C. Penney, and four Make Up For Ever boutiques. Makeup Forever operates boutiques in Los Angeles and Dallas and will open two additional freestanding stores at Topanga Plaza in Canoga Park, CA this February and at Valley Fair Mall in Santa Clara, CA in April.
Also running February to April is Make Up School. Makeup Forever artists will travel to 10 cities in North America: Los Angeles, New York, Chicago, Dallas, Miami, Las Vegas, Boston, San Francisco, Montreal and Toronto. Consumers will be encouraged to bring impulse cosmetics buys, of any brand, to these events, and Make Up For Ever artists will teach them to use the products, free of charge. Consumers can also book 30-minute one-on-one makeup bag evaluations inside the Make Up School, where a professional artist will go through their bag and provide a hands-on lesson explaining how to apply their products and show them how to supplement what they already own to create their most flattering look. All attendees will get matched to a Pro Finish shade and receive a sample to take home. More than 500,000 samples will be distributed, and each contains a QR code which links to how-to videos on applying the product wet and dry for best results. Videos will also be available on the brand’s Facebook page, on YouTube and on a dedicated microsite.
Georgia May Jagger Face of New H&M Campaign
Hennes & Mauritz AB has hired Georgia May Jagger as the face of its new Rock ’n’ Roll Mansion collection. Featuring items including a white studded biker jacket and tie-dyed skinny jeans, the collection is due to go on sale at H&M stores from late February. Jagger, the daughter of Mick Jagger and model Jerry Hall, sports a bouffant hairdo and smoky eyes in the ad campaign, shot by Terry Richardson. “I think music influences fashion and has done so for generations,” Jagger stated. “Music creates a certain mood and then people dress accordingly. I think it’s all quite closely intertwined.”
Oscar de la Renta Launches Third Fragrance
After two years, Oscar de la Renta unveils his new fragrance, “Something Blue.” Although clearly inspired by matrimony, senior vice president of sales and marketing of the fragrance division, Michele de Bourbon says,”We wanted to go beyond bridal. We wanted it to be a lifestyle.”
Oscar de la Renta CEO, Alexander Bolen discovered the right color blue for the cap in a stone called Larimar that is found only in the Dominican Republic, de la Renta’s home turf. “We wanted to use the actual stone,” de la Renta said, “but it was so unbelievably expensive that we had to refabricate it [in plastic].” The ring around the bottle’s neck can be worn on ypur finger. Bolen and de la Renta are contemplating doing a deluxe limited-edition sporting a real Larimar stone top and a gold ring around the bottle neck. The scent is described as a white floral that opens with a sparkly, fresh start of linden blossom and mandarin and the heart is stephanotis, a white flower often called the “bridal veil” and used in wedding bouquets.
The price points are $85 for a 1.7-oz. eau de parfum, $115 for the 3.4-oz. size and $65 for a candle, intended to add giftability. The ad, shot by Craig McDean, bears the tag line: “From this day forward.” In addition to the usual magazine advertising a collaboration with bridal-oriented web site The Knot will take place. A microsite has been designed to allow visitors to create their own photo vignettes online, and a sweepstakes will be conducted and a two-week stay in the Dominican Republic in May is first prize.
– Selicia A. Walker
Source: WWDSee the Top Ten Summer 2016 Trends for Women Over 40
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