BEAUTY CARE

Maybelline taps Josephine Skriver as newest spokesmodel

BY Gisselle Gaitan

Maybelline New York announced a new addition to its team. Josephine Skriver, an international model who has walked for designers such as Calvin Klein and Rag & Bone during fashion week, has been named global spokesmodel for the beauty brand.

Skriver joins the likes of Adriana Lima, Gigi Hadid, Herieth Paul, Jourdan Dunn, Cris Urena, I-Hua Wu, Emily DiDonato, and Christy Turlington, who also have previously been named spokesmodels for the beauty brand.

“Being a part of the Maybelline New York family is a dream come true! I have been wearing Maybelline since I was a little girl,” Josephine said. “I am honored to represent not only Maybelline, but all of the girls who are wearing Maybelline, because these young girls are the future. They are powerful and beautiful, and that to me is what Maybelline stands for. I could not be prouder to represent them and make it happen.”

The model who grew up in Denmark has appeared in campaigns for Bulgari, Gucci, Max Mara, Michael Kors, Tom Ford and was even named a Victoria’s Secret Angel in 2016. Josephine also has been featured in various issues of American Vogue, Vogue Italia, Vogue Germany, V, Dazed, W, and Interview.

“We are beyond thrilled to have Josephine as part of our Maybelline family,” Leonardo Chavez, global brand president for Maybelline New York, said. “A partnership with Josephine was completely organic because she resonates with our global customer and is a dynamic and fresh addition to our roster of talent. She embodies determination, grit, energy and spirit, while having a true connection to New York and the dream of making it happen in this city.”

In addition to modeling, Josephine also is a vocal advocate for global LGBTQ rights, and is involved with organizations such as Family Equality Council, Colage and Keep a Child Alive, which focuses on children’s HIV fight.

The brand’s first campaign to feature the model will be for the launch of the Super Cushion 2-in-1, which will launch May 2018. She also will participate in brand activities on a global scale, the New York City-based company said.

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Brush with success

Bob Wiltz, chief customer officer, Paris Presents, discusses how the company works to build brands with staying power

BY DSN STAFF

Paris Presents — maker of the Real Techniques brand of beauty tools — has been in business for more than 60 years, and in the past five years has begun building retailer-owned brands and its own brands to deliver on beauty consumer needs. Drug Store News caught up with Bob Wiltz, chief customer officer at the Gunree, Ill.-based company, to talk about where the company has been and where it’s headed.

Drug Store News: Tell us about Paris Presents.

Bob Wiltz: We are proud to be the No. 1 player in cosmetic and bath accessories globally, with distribution in more than 70 countries. Our global makeup brush brand, Real Techniques, is the fastest-growing brush brand and No. 1 in the United Kingdom and No. 2 in the United States. Combined with our global brand Ecotools makeup brush brand, we are No. 1 globally in the category.

We were humbled by being recognized as the fastest-growing health and beauty accessory company by BCG and IRI in 2014, top 10 growth award in Europe in 2015 and 2017, and named to Inc. 5000’s fastest-growing private companies for the third consecutive year in 2017, most recently jumping 438 spots. Our team leverages their diverse backgrounds from mainstream beauty to world-renowned consumer products companies, building an entrepreneurial culture committed to accelerating business growth for our retailers.

DSN: What’s your mission, and how does it impact retailers?

BW: We believe in creating meaningful brands — whether they are ours or retailer owned — that empower women and enhance their everyday beauty routine. Our highly successful mission of increasing the cosmetic and bath accessory categories for our retailers have been grounded on increasing household penetration with consumer-tested and preferred innovation.

DSN: What do retailers need to do to maximize sales from your product and the specific categories?

BW: We see our retailers, specific to cosmetic accessories and specifically makeup brushes, being most successful when merchandising our brushes as close as possible to color cosmetics. We see this trend increasing at a rapid pace globally. We have observed incremental consumption beyond 50% throughout our testing periods.

DSN: What is Paris Presents doing to help its retail partners?

BW: At Paris Presents, we are proud of our agility to leverage our assets to the benefit of our retailers — whether that is with offering fixturing, unique insights or proprietary data — and doing it at the right speed. As an example, our 360-degree digital connection and expertise for inspirational education with Sam and Nic Chapman, the highly acclaimed influential leaders on social media, connect directly with our retailers to build our retailers’ brand in a co-creation environment.

DSN: Let’s discuss the future. What is coming down the pike?

BW: We pride ourselves on building brands with true and unique innovation, leveraging global beauty trends and consumer insights with meaningful and relevant points of differentiation. In short, we are obsessed with trends, consumer knowledge and the marketplace where we compete, and we bring this all to the retailers.

As examples, some of our 2018 Real Techniques innovation was inspired in prestige to provide channel-shifting into food, drug and mass with such sub-branding as Blend and Blur and Powder Bleu makeup brushes. It expands the brush care routine with our patent-pending technology, as well as our organizers and cleaning systems. Other innovation includes expanding impulse sales with limited edition sets and winning occasion during the holidays, as well as taking advantage of trends like our Brush Crush — iridescent and unicorn trend — designs.

With our branded Ecotools, the 2018 innovation stream follows our highly successful 2017 superiority claim and restage, along with new ecoFoam technology in our perfect blending and contouring and color sponges, or our facial mask sponges. Advertising in magazines will drive product sales at retail.


Bob Wiltz is the chief customer officer at Paris Presents.

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CVS Pharmacy unveils first unaltered beauty campaign

BY Gisselle Gaitan

After previously announcing it would focus on showcasing transparency in beauty, CVS Pharmacy has launched its first campaign under this new initiative.

The Beauty in Real Life campaign will highlight a diverse group of real women showcasing their beauty on their own terms through “real-life” moments. Told through photographer Mei Tao and director Kat Keene, the campaign highlights the various ways in which women use beauty in their everyday lives, with scenarios such as a mother getting ready for the day with her daughter or group friends getting ready for a night out being highlighted.

“There’s been a shift in what consumers want to see when it comes to beauty. They are asking for more transparency and authenticity, and that’s what Beauty in Real Life is all about,” Norman de Greve, senior vice president and chief marketing officer of CVS Health, said. “We wanted to introduce a campaign that uses beauty to make women feel good about themselves by empowering them to feel comfortable and confident in their own skin.”

Beauty in Real Life also will be the first campaign from the Woonsocket, R.I.-based retailer to feature the “CVS Beauty Mark”, which was designed to highlight imagery that has not been altered.

To create the campaign, CVS Pharmacy partnered with Standard Black, a full-service creative agency, and launched a nationwide search to cast real women who represent a diverse range of beauty. This new initiative will span digital, print, social media, out-of-home and television ads, running from April through June.

Further information on the Beauty in Real Life campaign or CVS Pharmacy’s Beauty Mark can be found on CVS Health’s website.

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