Estée Lauder names Karlie Kloss spokesmodel, brand ambassador
Karlie Kloss is taking on two major roles in her newly announced partnership with Estée Lauder. The New York City-based company has named the model its new global spokesmodel and brand ambassador.
Kloss joins the beauty company’s current roster of spokesmodel, which includes Carolyn Murphy, Fei Fei Sun, Gabriella Wilde, Hilary Rhoda, Joan Smalls, Kendall Jenner, Misty Copeland and Yang Mi.
“Karlie is the modern-day Estée and we are thrilled to welcome her to the Estée Lauder brand,” Stephane de La Faverie, global brand president of Estée Lauder, said. “Karlie has achieved tremendous success in her career through hard work, first taking the fashion world by storm, then becoming a media and television personality, and now empowering young women to become future leaders in tech. Her passion for beauty, unique voice and global social media presence will help us continue to inspire and connect with women around the world.”
The first campaigns to feature Karlie will debut in July across digital, social, television, in-store, and print in support of Estée Lauder’s Pure Color Envy Sculpting Lipstick, Double Wear Stay-in-Place Makeup and Revitalizing Supreme+ Global Anti-Aging Power Crème.
In addition, the beauty company will partner with Kloss’ production company, Klossy Productions to create beauty content that will be shared across the model’s social and digital platforms.
“It is a dream come true to join the Estée Lauder family,” Kloss said. “I am so inspired by the brand’s legacy and values —from the entrepreneurial spirit of Estée herself to the company’s unparalleled commitment to creating best in class products for women around the world. I could not be more proud and honored to be part of such an iconic brand.”
Estée Lauder also will support Karlie’s philanthropic initiative, Kode with Klossy, which hosts free two-week coding summer camps for girls 13-to-18 years old, and focuses on furthering career opportunities for girls in tech.
“Karlie is perfect for Estée Lauder,” Aerin Lauder, style and image director of Estée Lauder, said. “As a successful model, entrepreneur and founder of Kode With Klossy, Karlie is both beautiful and accomplished. I am so excited she is joining the brand.”
Coty unveils blended reality Magic Mirror
Coty has launched a new blended reality beauty Magic Mirror at the relaunched Bourjois boutique in Paris. Created in collaboration with Holition, a creative innovative studio and Perch, an in-store retail marketing platform, the mirror allows for the integration of physical products with digital content, for a first-of-a-kind augmented reality try-on experience, the New York City-based company said.
The blended reality of the Magic Mirror allows a shopper to pick up a lipstick in a color of their choice and have it instantly applied to their lips, without having to physically apply the product.
“As part of our desire to reinvent the retail experience through purposeful and personalized innovation, the Bourjois Magic Mirror represents the most extensive integration of physical products and digital content in the beauty industry,” Elodie Levy, Coty global digital innovation senior director, said. “Most women intuitively prefer to play with a lipstick rather than touch a screen, as there is an inherent sensual aspect in cosmetics packaging that no technology can replace, and our new Magic Mirror provides this desired experience to shoppers.”
Putting the physical product in shoppers hands increased attitudes and purchase intentions of the product, the company said. In a survey also conducted by Coty, it found that 72% of consumers favor a shopping experience that blends physical and digital elements.
The in-store connected shelf features Bourjois’ Rouge Velvet Lipstick collection, and it also allows shoppers to complete their beauty looks with onscreen eye makeup and blush, which is matched to the consumer’s skin tone.
“The next generation of in-store marketing is about blending digital experiences naturally into the shopper journey,” Trevor Sumner, Perch Interactive CEO, said. “The Bourjois Magic Mirror uses computer vision to sense the most important indication of interest in physical retail — when a shopper touches a product — unlocking an experience that encourages natural pathways of discovery, education and engagement.”
Sundial, Unilever’s Platform for New Voices
New fund seeks to bolster emerging brands
Sundial Brands and Unilever unveiled the New Voices Fund Sunday at a brunch in the Breakers’ Magnolia room alongside two rising CPG stars benefitting from the effort.
The $100 million New Voices Fund is aimed at fostering emerging brands — with a focus on those run by women of color — offering entrepreneurs access, capital and expertise to help their companies thrive. In terms of access, the fund offers connections to help develop an upstart’s enterprise structure, and the capital component offers companies financial support to build, grow and scale a company.
“New Voices is set up to say, ‘We’ve done well, but that’s not enough; we’ve brought change, but that’s no enough, we can’t stop here,” Richelieu Dennis, Sundial Brands founder and CEO, said to a crowd that included executives from the Emerson Group, Unilever, Ulta Beauty and Sundial Brands. “Given the challenges that we went through, I can say that we wouldn’t be standing here today if we didn’t get the access you gave us and the expertise you gave us. The capital piece was hard, and we figured that out, but even if we had gotten just that capital, without your expertise and without you giving us access, we wouldn’t have gotten anywhere.”
At the event, Dennis was joined by Melissa Butler, founder and CEO of vegan and cruelty-free lipstick company Lip Bar, and Beatrice Feliu-Espada, founder of natural feminine hygiene brand the Honey Pot. Butler’s brand launched in 42 Target stores in February and is set to expand to roughly 450 in the fall. The Honey Pot hit 1,000 Target stores this month. However, Feliu-Espada noted that the journey to success wasn’t easy, and she struggled to secure funding to scale up her company.
“Even when you’re dealing with investors, you’re going to hear a thousand ‘noes’ before you get to a ‘yes,’” she said. “The challenge [of raising funds for the launch] was the uphill battle of finding the capital even though you have the best damn problem in the world”
Butler echoed Dennis, noting that capital is one piece of the whole, with expertise and access constituting the missing parts for brand success, even one that has wide appeal.
“Our challenges have been how do we scale, how do we get the proper advisors, how do we get that access to capital, how do I translate my authentic relationship with my customer into sales without having that back-end or that front-end support?” she said. “Oftentimes as a small business owner, I don’t know if something is specific to me as a small business owner, as a black woman or if this is just how business goes — what is the standard in this industry? Just knowing ‘this is what you should expect’ will be invaluable for us.”