“THE UNLIMITED POWER OF BEAUTY”, GORGEOUS CAMPAIGN SIGNED BY SEPHORA
The 3 minutes film made by Jonas Lindstroem tells different steps of a woman life, from carefree experimenting child to a mature women proud of herself. In between we find questioning and doubting young woman. With this video, Sephora wishes to redefine beauty: it becomes plural, universal. An animated playground where everyone can experiment at their convenience. The most important is not the result but the confidence it gives. There is no limit nor standards. Cosmetic is not a filter but a tool to gain power.
This campaign imagined by BETC illustrate Sephora’s new brand image they are trying to create. Deliberately different from former Sephora’s advertising, it will be completed with mini stories (#unlimitedstories) where beauty brand designer will tell about their own vision of beauty and its power. We’ll find Rihanna with Fenty Beauty, Huda Kattan from Huda Beauty, Anastasia Soare (Anastasia Berverlly Hills), Maureen Kelly (Tarte) and Charlotte Tilbury.
The campaign can be seen in stores since February 18, on February 23 on television and until February 25 on billboards.
Source : Maieute, le 20/02/2020
©Do it in Paris
COLETTE’S POP-UP STORE IS BACK!
In order to celebrate the launch of the documentary “Colette, mon amour” retracing the last 6 month of the Parisian concept store closed in 2017, Kitsuné Tuileries shop located on rue de Rivoli allows this mythical address to reopen from February 24th to March 4th 2020.
During 10 days this shop will offer a selection of exclusive products in honor of Colette. You will find previously unseen pieces like an Off-White bag produced in limited edition with only 20 copies, artists’ work but also a range signed Kistuné with t-shirt, sweatshirt, bag and last but not least co-branded cookies.
Hugues Lawson-Body realized the documentary, already available since 26th February in MK2 Beaubourg Theater in Paris.
Source : Journal du Luxe, le 25/02/2020
ZÉROTYPE, THE NEW CAMPAIGN WITHOUT STEREOTYPES FROM ZALANDO
The advertising campaign was launched at the same time on social media, television and billboards the February 23rd on the European market. It portrays a world without any judgment where everyone is free to wear whatever they want. Without stereotype nor label, fashion styles mix together. Creativity is the only rule.
The movie plunge spectators into a funfair. The story repeats itself three times. First time is full of stereotypes. Then, scenes change to give space to free characters wearing everything they want, everyone expressing their own personality through their own style. The video finishes with the headline “Goodbye stereotypes. Hello zetotype”.
This campaign with inclusive claims follows the new brand positioning of Zalando and the other operation named “Free to be” launched last autumn. With this change, Zalando seeks to gain a bigger share of the online fashion market and becoming the first one reference.
Source : Topcom, le 26/02/2020
THE WELLNESS EXPERIENCE BY ASOS AND NIKE
The two brands collaborated to set up the RE:SET Lab, a well-being experience based on both sports and creativity to help fighting burnout. The event takes place in East London from February 28th to March 1st. On the agenda : yoga class, meditation, DIY (candle or terrarium making), make up master class taught by Erin Aniker, a cosmetic expert who used to work with The Body Shop but also a beauty conference animated by the Canadian skincare expert The Ordinary.Only ASOS members are able to enrol in, take courses ab dvring back home many gifts offered by parner brands during the experience.
Source : Fashion network, le 24/02/2020
AMAZON GOES INTO LUXURY
Quietly, Internet’s giant launched VRSNL (.ie. Versional) last September, a new platform gathering labels and haute couture houses. The website offers a selected range of clothes and accessories for Women, Men and soon Children. Altogether it is already about thirty fashion houses reunited on this platform: Moschino, Versace, Prada, Dolce & Gabanna and so much more.
Amazon invests the luxury univers. This new brand DNA is far from images and stereotypes associated with Amazon: product traceability, an overabundant offer and away from luxury codes.
Brands that were previously reluctant to launch on Amazon, now benefit from a dedicated and secure space thanks to VRSNL coupled with services supervised by the American Marketplace (delivery in 2 days in the USA for example).
From now on, Amazon can compete with Alibaba’s luxury e-shop, Tmall Luxury Pavillon, which lately added Kenzo from his partnership list.
Source : Journal du Luxe, le 25/02/2020
FOR A MORE SUSTAINABLE AND INCLUSIVE FASHION: TOMMY HILFIGER FASHION FRONTIER CHALLENGE
The awards ceremony took place at Tommy Hilfiger head office in Amsterdam on February 15th. With this project, the brand wants to celebrate innovative companies respecting both the environment and the human workforce operating in the fashion industry.
This year, two startups detached themselves between the 420 applications. They won a 75 000$ reward to help them developing. First of all Apon Wellbeing, a company created in Bangladesh improving living conditions of textile works. It is easier for employees to sign up for insurance contract but also benefit from discount, free food and medical products.
The second one is A Beautiful Mess, a Danish company supporting refugees. They help them get their bearings in this new country and find a job to become economically and socially independent.
Finally, the jury’s prize greeted an Indian organization named Sudara which creates loungewear and pajamas. They aim to offer job to women rescued from being sex slavery. Profits go to a foundation providing home and schools fees to women and children in order to help them beginning a new life.
With this initiative Tommy Hilfiger commit to supporting innovations allowing fashion to become more inclusive and sustainable.
Source : Fashion network, le 17/02/2020
DIESEL’S SUSTAINABLE FASHION
In order to become a more committed brand, Diesel launches its new project named “Diesel Upcycling for”. This new collection environmentally friendly promotes upcyling. This method consists in transforming existing materials (potential waste) into new products. The company calls upon different artists to highlight its unsold items, archive pieces and prototypes. For the occasion, Diesel has teamed up with 55DSL which reworks the models with patchworks, bright colours, tie &dye…The result is a graphic and green lifestyle brand. Products issued from those collections are slightly more expensive than the “traditional” ones (for example a flannel shirt costs around 150€ whereas 200€ for an upcycled model)
Source : Vogue, le 24/02/2020
PUMA INSTALLS HOLOGRAPHIC ADVERTISING ON TOP OF TAXI’S ROOF
Puma made the most of NBA all-star week end enthusiasm to promote its new sneaker the Sky Dreamer. This advertising campaign was created in partnership with Havas Media Group and Firefly (a media platform working with cab company). Puma asked for a disruptive and innovative campaign. Then, they invented a system projecting a 3D shoe visualized on top of the taxi’s roof when they would pass by Chicago’s famous building. This cutting-edge technology produces 30 images per second to create a 360 degree image of the Sky Dreamer sneaker, the most realistic hologram on the market currently.
Source : Marketingdive, le 20/02/2020
RENTING ITS CLOTHES AT DIANE VON FURSTENBERG
Diane Von Furstenberg brand just launched a new platform named “Dvf Link”. The fashion designer who created her eponymous brand in 1972 invests from now on the renting luxury sector to meet the second-hand trend. Thanks to a monthly 159$ subscription, clients access to a huge number of different products (shoes and accessory excluded). They are able to choose 4 pieces, have them delivered, dry cleaned and returned. Finally a discount on the selling price is available if they fall in love with a product.
Currently this service is available in America only. Back in France we can still find some of her products such as the famous wrap dress on the Panoply renting website. Second-hand luxury market is completely in tune with its time and enables combining pleasure of renewing your wardrobe and environmental consciousness.
Source : ABC-luxe, le 25/02/2020
NATURAL AND HOMEMADE FRIENDLY COSMETIC BRAND WAAM REALIZES ITS FIRST FUNDRAISER
WAAM was founded in France in 2016 by a young globetrotter mom with 10 years experiences in the cosmetics industry. Inspired from worldwide beauty rituals and her mother advice, she puts everything on natural products benefits. With her brand she offers component to use alone (such as pure oil, floral water, neutral base…), or mixed in order to match everyone’s needs. On the website, the user can find special recipes. Thanks to this environmentally friendly and minimalist DIY positioning the brand has been able to establish itself well on this healthy beauty growing market.
The fundraising of 1.5M euros was made in partnership with Karot Capital and BPI France with the aim of accelerating the brand development. According to founder Dieynaba Ndoye: “the purpose is to reach the leading position on this sector”. It means rising the reference number from 150 to 500 by the end of 2020 and strengthening their physical and online distribution network in France and abroad.
Source : FUSACQ, le 17/02/2020