Augmented reality is quickly expanding from the smartphone and tablet to the store floor.
Today, MAC Cosmetics begins installing AR try-on mirrors powered by ModiFace in its stores across the U.S. with plans calling for a global rollout early next year.
With the mirrors, select MAC shades and looks can be virtually tried on a user’s live video while at retail store.
MAC is among a cadre of brands with their own stores along with retailers offering magic mirrors to help shoppers experiment without the need for washing off makeup between looks. Among its partners, ModiFace provides Sephora the technology for its AR experience along with a newly announced mirror program at Wal-Mart. Earlier this year, Macy’s installed magic mirrors from YouCam Makeup. Other stores such as NYX put a big emphasis on technology to help on the sales floor, as well.
Using ModiFace’s latest facial tracking and 3-D video makeup-rendering technology, the new AR mirrors provide a complete video of makeup under any lighting condition. The mirrors also feature ModiFace’s advancements in tracking accuracy and color rendering.
“The new ModiFace-powered mirrors provide an unprecedented level of realism and fidelity that bring to life our brand’s unique sense of color and artistry. We believe this will
Kim Kardashian is about to turn the fragrance world upside down with the launch of her first direct-to-consumer venture in the category.
On Wednesday, the reality TV star and businesswoman will introduce the very first scents under her KKW Beauty brand, which since its inception in June, has focused on the color cosmetics category. The three eau de parfums, all based on Kardashian’s favorite flower, the gardenia, will be sold exclusively at kkwbeauty.com.
Kardashian said she was inspired by healing crystals, which she started to receive as gifts from friends following a robbery in Paris last year (where she was held at gunpoint). Developing the scents — Crystal Gardenia, Crystal Gardenia Citrus and Crystal Gardenia Oud — was about “being calm and healing,” which are the two words she used to describe a newly zen approach taken over the past year. The trio of fragrances, each housed in a slim, geometric frosted glass bottle that resembles a quartz crystal, will come in two sizes: 30 ml. and 75 ml., priced at $35 and $60, respectively.
But Kardashian’s massive Instagram following must act fast. The limited-edition fragrances are first come, first serve, which means once they’re gone, that’s it. Kardashian has no plans of replenishing stock once the
Dermelect Cosmeceuticals, a brand that has carved out a healthy slice of the premium nail-care business, is extending into color cosmetics.
Jumping into the brow sales frenzy, Dermelect is launching its first makeup items this month: Revitalite Brow Transformer and Brow Lift. With the foray into makeup, Dermelect seeks to leverage the reputation of its Revitalite logo which includes an eyelid and dark circle corrector that’s been in the lineup for 10 years. The Brow Lift retails for $24, the Brow Transformer is priced at $26.
“Our customers have been asking for something for eyebrows,” said Amos Lavian, Dermelect’s founder. “We didn’t want to be a me-too product.”
The company turned to South Korea for formulation and tooling. The Brow Transformer fills in sparse brows and defines thicker ones, and covers up unwanted grays. The Brow Lift is a two-step defining and highlighting crayon that makes eyes appear brighter and more expressive. The matte end works to define the brow, while the highlight end creates a luminous finish. The micronized pigments conceal and blur winkles and unwanted fine lines, according to Lavian. “We wanted something that is multi-functional. Some companies want to sell you two or three products, we
QVC has a new head of beauty.
Rob Robillard has been named vice president of beauty merchandising for QVC and Beauty iQ in the U.S., WWD has learned. He will report to Doug Howe, chief merchandising officer and executive vice president for QVC.
Rachel Ungaro, who was overseeing beauty along with apparel, accessories and jewelry, has been named vice president of apparel merchandising, design and global sourcing.
In his new role — also a first for QVC — Robillard will focus on business growth strategies, customer engagement and merchandise strategies for beauty as well as “other QVC key product categories,” expanding on the current offerings and further developing existing vendor relationships, QVC said in a statement.
“We are excited to welcome Rob and his vast knowledge of the beauty industry,” said Howe. “Rob’s leadership and profound understanding of prestige beauty will be a valuable addition to our organization as we continue to grow our beauty business.”
Robillard is a beauty industry veteran who got his start at L’Oréal, where he served in various leadership roles with the L’Oréal Paris and Kiehl’s Since 1851 brands — including senior vice president of marketing for L’Oréal Paris and worldwide general manager for Kiehl’s. Most recently, he served as chief executive
Jurlique is getting back to its roots and gearing up for strong growth in the U.S. with a focus on spas.
“We observed shifts in shopping behavior in the U.S.,” said Louis Chabert, marketing and operations director, North America, for Jurlique, explaining the strategy of expanding via spas, including those positioned in tony hotels. “People don’t go to department stores or malls as much as they used to. And if you don’t offer a true experience, they go online.”
While foot traffic in a lot of retail destinations is down, the spa industry is growing in excess of 5 percent a year. Spas, said Chabert, offer the perfect environment for telling Jurlique’s natural heritage. “We aren’t a fast brand. We are a slow brand. You have to slow down and experience to understand its magic and feel the tremendous efficacy of our natural products,” he said.
For Jurlique, which recently celebrated its 30th anniversary, interest in spas is a return to its heritage. When the company found its nameplate wasn’t resonating as much in America as across the globe, the strategic decision was made to put its muscle into experiences offered in spas. “We have to play to our strength and connect the brand,”
Dermatologic Cosmetic Laboratories is entering Bloomingdale’s.
The professional skin-care line is bringing 22 of its products to the department store retailer, marking the brand’s first venture into large-scale distribution. Previously, the brand was found on its e-commerce site and through various dermatologist offices across the country.
“My strategic vision is to partner with key retail partners and points of distribution that understand the brand and desire the science and authenticity that we show,” said Dawn Hilarczyk, vice president of sales and education at DCL Skincare. “My goal is that we share [the brand] with every consumer because it’s been a secret for so long and I want this secret to be out.”
The brand’s product lineup, which was reformulated and edited down from 126 stockkeeping units to 47 at the beginning of this year, is meant to simplify consumers’ skin-care routines and change their perceptions on what ingredients and products they should use for particular issues. For instance, one of DCL Skincare’s best-selling products is its C Scape High Potency Night Booster 30, which has a high concentration of vitamin C, an ingredient usually seen in daytime products. The brand also offers a daytime moisturizer called Profoundly Effective A Cream SPF 30, which
Shobha Tummala, who helped bring waxing out of back rooms of nail salons into a freestanding business, is unveiling a new site in the Williamsburg section of Brooklyn.
Opening on Saturday, it will be the seventh Shobha salon, the fifth in New York City. The location was pinpointed based on requests from her client base. While Williamsburg is known for facial-hair hipsters, Tummala is betting on demand for hair removal.
The $2 billion hair removal category is big business, igniting the growth of salons specializing in waxing, sugaring, threading and lasering. The latter, in fact, is growing at a rate exceeding 15 percent per year, according to Grand View Research.
Tummala has emerged as a “go to” resource for hair removal, especially lasering, which will be offered at the new site. “Laser is something we are finding people still have a lot of questions about or have heard bad stories. We bring education to the market and that’s our goal with laser,” she said. Lasering is the fastest-growing segment of her business.
Bringing waxing, threading, sugaring and laser hair removal under one roof will attract clients to Williamsburg, said Tummala, especially those seeking laser hair removal, which isn’t prevalent in the neighborhood. Furthermore, to meet demand for full,
With demand for color cosmetics on the uptick, IsaDora is returning to the U.S. market.
The Swedish-based color brand will launch 150 stockkeeping units this month on walgreens.com. That adds to its distribution globally in 6,000 departments stores and pharmacies throughout 40 countries.
It is a homecoming for IsaDora, the best-selling color brand in Sweden, according to statistics from The Swedish Cosmetics, Toiletry and Detergent Association.
Walgreens stocked IsaDora chainwide in 2005 where it helped build exclusivity to the retailer’s beauty department. Three years later IsaDora retrenched from the U.S.
The company is confident now is the right time to re-enter.
“It has been in our plans for a long time to get back to the important U.S. market where we were very successful, but faced a heavy dropoff of the dollar toward the euro,” said Ingrid-Marie Johansson, creative director of IsaDora.
With its return and based on future distribution, industry sources estimate IsaDora can become a $15 million brand within two years Stateside. IsaDora executives did not comment on projections.
IsaDora Nude Super Fluid Foundation
The company acknowledged that U.S. consumers have a different mindset this time around that encourages exploration beyond what’s been offered at mass.
“The timing fits for us even better now because [American]
The National Advertising Division released a statement Wednesday recommending Too Faced Cosmetics discontinue the claim that its Better Than Sex Mascara adds “1,944 percent more volume” to lashes.
Administered by the Council of Better Business Bureaus, the NAD recommended the color-cosmetics brand discontinue this claim on both the original and waterproof versions of the mascara and stop using its before and after pictures on product packaging and in online content.
In a statement issued to WWD, Too Faced Cosmetics and its parent company, The Estée Lauder Cos. said “Too Faced strongly stands behind its claims and has appealed the NAD’s decision in this case. The tests used to establish these claims were conducted using sound methodology at a highly regarded independent laboratory and the results support not only the 1,944 percent claim, but also the before and after photographs at issue.”
However, the NAD challenges this claim and the before and after pictures because the division believes it is not supported by reliable evidence that demonstrates the volume consumers can receive when applying the mascara.
Too Faced Cosmetics and its advertiser will appeal the NAD’s decision.
Skin is in.
Between prestige and mass beauty, complexion products — things like skin care, foundations and concealers — are where the growth is.
The complexion trend is particularly prevalent in the prestige category, where skin-care growth continued to outpace others in prestige for the third quarter, with a 10 percent sales increase for the third quarter, up to $1.3 billion in sales, according to the NPD Group. Age specialist products were up 7 percent after a double-digit decline last year; face-mask sales were up 28 percent; sunscreen sales increased 37 percent, and self tanner sales were up 13 percent.
“The narrative around antiaging has changed by focusing less on antiaging benefits to creating stories around ingredients, wellness and healthy skin at any age,” said Jefferies analyst Steph Wissink in a note, noting that skin care as a category has higher margins than makeup. Wissink’s note reflects NPD data and trends also reported by beauty industry analyst Larissa Jensen.
On the prestige side, “total face” makeup sales grew the fastest in the third quarter, according to the NPD Group, with 6 percent gains. Foundation, which captures the largest share of face makeup dollars, was up 7 percent, while primer sales were up 16 percent
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