BEAUTY CARE

Cosmoprof North America, FIDM announce student challenge

BY Gisselle Gaitan

Cosmoprof North America is teaming up with the Fashion Institute of Design and Merchandising, or FIDM, to reinforce the innovation and continuous education of the ever-evolving world of beauty.

From mid-April through mid-June, FIDM undergraduate students will be challenged to create a connected beauty concept for 2050. The finalists selected will have their concept featured at CPNA’s trade show, taking place July 29 to 31 at the Mandalay Bay Convention Center in Las Vegas.

“We are thrilled to work with FIDM on this unique project,” Daniela Ciocan, marketing director at Cosmoprof North America, said. “Not only do we have the opportunity to support the next generation of beauty industry professionals but we also get to share their futuristic concepts to our forward-thinking beauty lovers at our upcoming event.”

Five teams, which will consist of one graphic design and beauty marketing student, are to focus on one beauty category and consider what smart packaging will look like in the next 30 years. Students also will be required to include the formulation, delivery system and display of the product, the company said.

“We always seek out collaborations and opportunities that are in line with our school’s mission and can enhance the experience for our students,” Tina Perez, director of the Fashion Institute of Design and Merchandising’s beauty industry management, said. “The challenge CPNA gave our students will benefit them beyond measure but it’s also thrilling to know these concepts could spark further innovation and potentially fuel the next big beauty tech solution.”

The team who will take the first place prize will receive monetary compensation, VIP entry at Cosmoprof North America 2018 and tailored networking opportunities, the Las Vegas-based company said. From June 16 to July 6, the public will be able to vote on the finalists through social media. Further information can be found on Cosmoprof’s website and social media channels.

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Estée Lauder names Karlie Kloss spokesmodel, brand ambassador

BY Gisselle Gaitan

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.”

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Coty unveils blended reality Magic Mirror

BY Gisselle Gaitan

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.”

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