Market Research — From a Beach House
Beauty companies investing in costly market research to learn what products teenage girls are using might want to visit what goes on in a rented beach house for a week. This reporter got a first-hand view of the amount of products it takes for five girls — in one bathroom — to achieve their final look.
Upon arrival, the girls were stunned to learn no one had a blow-dryer — they assumed one would be included with the rented beach house! A quick trip to CVS remedied that and they were on their way to styling their tresses.
The five girls all had very long hair, but different textures. They spent the most time primping their hair versus applying makeup. There were two blondes, one redhead and two brunettes. The redhead has naturally curly hair that she straightened. The entire group, in fact, straightened their hair. Although fashion pundits are calling for more curls in the season to come, these girls didn’t get the memo yet.
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When it came to makeup, bags were full of everything from Bobbi Brown and Clinique to Maybelline and e.l.f.
Here’s a rundown on what it took to achieve each look:
Hunter: A blonde who stays true to Bobbi Brown for eye, face and lips. She used Victoria’s Secret fragrances.
Ali: A unique combination of red hair, but darker skin, Ali also used Bobbi Brown, but mixed it up with some e.l.f. items.
Emily: A very tanned brunette, Emily applied very little makeup except MAC eye shadow from the Hello Kitty collection and Maybelline mascara.
Jen: Another blonde, used an Avon face wash and the full array of Clinique products.
Mackenzie: A brunette, Mackenzie also went light on makeup at the beach, but loaded on the Lash Blast mascara.
One interesting note, when it came to body wash, the girls insisted on going to get a special one at the local Acme. The product they all coveted? Suave Coconut Body Wash that retails for $2.79.
The girls survived the week in one bathroom while still looking darn good. Total count: One blow-dryer, three straighteners, eight shampoos, 12 eye shadows, five blushes, eight mascaras and 12 lip glosses.
People, Places and Things
A few words with Achelle Dunaway, creative director for e.l.f., talking about holiday and fall fashions.
WWDBeautyNews: What trends do you see for holiday?
Achelle Dunaway: We think people want more look books and advice on how to get looks, especially in the mass market. Glitter will be big this year because people will let loose for the holidays. We think we’ll do well with 100-piece eye shadow palettes.
WWDBeauty: How about for fall?
A.D.: We are hearing grays in nail color, but we think there will be big demand for kits that give one look in one grouping. We have cool ones that have a school notebook theme.
What’s In Store
Rite Aid and ADA: Rite Aid and the American Dental Association have team up for a national public health campaign to raise awareness of oral health.
Dollar General: Dollar General has opened its 9,000th store. This is a testament to the fast growth of budget stores in the U.S.