There’s nothing like a sure thing in uncertain times, and with her blonde hair, blue eyes and killer bone structure, WWD Beauty Biz cover model Jessica Stam is as bankable as they come. That made her a perfect choice to front this issue, our annual guide to fall’s key launches, trends and looks, because if there’s one thing retailers and beauty marketers are looking for these days, it’s a safe bet.
After countless market appointments and combing through hundreds of products, it’s also safe to say this is one of the most exciting beauty seasons in quite some time. Rather than a plethora of me-too products, we’re seeing innovation, efficacy and a much-needed dose of whimsy. The recession seems to have brought the industry into sharper focus, and this season’s launches are finely honed and strong across all categories.
Related Articles
Only time will tell if consumers agree, but for their part, retailers seem cautiously optimistic. In “The V.I.P. (Very Important Product) List” on page 22, stores from around the world divulge their favorites for the season. From the boldly designed fragrance, Lola by Marc Jacobs, to the bright hues of Illamasqua makeup, playful palettes from Too Faced and The Balm to emerging skin brands like Själ and Dr. Bragi, their choices are refreshingly eclectic.
In other launch news, matte is back as the most up-to-date finish, be it for skin, hair and even nails, while rose and soy have emerged as star ingredients. Organic is still important, and strikingly designed products, a trend which began in earnest last year with Coty’s Harajuku Lovers fragrance collection, continues to pick up steam. “Best In Class” on page 36 presents a complete guide to the season’s seven key product trends.
There are also a plethora of skin care launches targeted to women 50-plus for fall—and no wonder. Despite the recession, the Baby Boomers still have money to spend, an estimated $2.3 trillion in annual spending power. But the recession has impacted their attitudes toward beauty, ushering in a seismic shift in which aging gracefully beats youth at any cost. The expectations for efficacy are still as high as ever, but the marketing manifesto is evolving. “These women are rewriting the rules,” says Perricone MD’s Daniel Giles in “The New Age Gauge” on page 44. “They’re interested in moving on to the next stage of their lives and receiving a message that’s relevant to their lifestyle.” Even with the changing mores, one thing is certain: Nail the right message and it’s money in the bank.