Calvin Klein unveils new
fragrance for women starring
Lupita Nyong’o and Saoirse
Ronan. Calvin Klein has named
actors Lupita Nyong’o and Saoirse
Ronan as the faces of its new
fragrance campaign.
The Academy Awa rd-winning stars will front the
Coty-licensed brand’s latest perfume launch, Calvin
Klein Women. The concept was developed by Cal-
vin Klein CCO Raf Simons, who also designed the
fragrance bottle, which features an oversized disc-
shaped cap with an eye. “With this fragrance, we
wanted to put the concept of plurality centre stage,”
said Simons. “The campaign is an exploration of fem-
ininity - a group of women bonded by a common
thread; the desire to have the power to create their
own identity, and to support and lead the way for
those that come after them.” He added: “Calvin Klein
Women is inspired by the transmission of strength
and inspiration from one woman to the next; by plu-
rality combined with individuality; freedom of expres-
sion; and the notion that the collective is as vital as
the individual.”
To kick-off the campaign, Calvin Klein is encouraging
consumers to use #IAmWomen to share images of
the inspirational females in their live s.
er-led brands shaking up the traditional cosmetic
landscape. Faye Brookman reports
It was a great year for beauty in the US, for specialty,
online and direct-to-consumer brands. Department
stores also started to see growth as they added a
push to combat competitors. The mass market, how-
ever, got stuck in a rut. US prestige sales expanded
6% on 2017 to US$17.7bn, according to data from
NPD Group. The mass market, comprised of drug-
stores, discount stores, club stores and supermar-
kets, was flat. Hitting hard at brick and mortar was
Amazon where, according to Larissa Jensen, Execu-
tive Director, Beauty Industry Analyst at NPD, beauty
volume soared 43% last year.
Amazon is slowly building a beauty background and
the public seems willing to buy there. Coresight Re-
search US reported that beauty and personal care
products are the second most shopped category on
the e-commerce site; 48% of US women have pur-
chased beauty or personal care on Amazon in the past
12 months.
But Amazon wasn’t the only one racking up big beau-
ty sales. Beauty brands no longer need stores or even
third-party websites to move the sales needle. Kylie
Cosmetics, which started with Kylie Jenner going on
social media to show her products, took her to make
nearly a billion dollars in sales since she began her
brand.
Fresh thinking: Natural
deodorants gain popularity
Traditional deodorants with synthetic ingredients are
under threat from a new wave of products that put
efficacy at the top of the list, relevance and natural
ingredients,
Non-conformist deodorant - it might seem like an
oxymoron, but a recent uprising of progressive for-
mulations has resulted in a new wave of products that
are anything but ordinary.
From packaging to texture and purpose, beauty
brands are challenging the ways that consumers per-
ceive deodorant in an effort to meet new demands
and bring back relevancy.
America the beautiful:
Influencer brands shake up
the US cosmetics market
The past 12 months proved a bumper year for the
beauty sector in the US, with demand for influenc-
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