DIOR ADDICT LIPSTICK
From New York to Hong Kong, consumers clamored for Dior Addict Lipstick. With a shade range numbering 44 strong and a special “mirror jelly” comprised of a proprietary blend of polymers and oils, the product resonated worldwide. Dior execs used a presell program to whip up interest before the launch, while Kate Moss also added her inimitable allure. Not only did she front the ad campaign lensed by Swedish director Jonas Akerlund, the supermodel’s rock ’n roll lifestyle also inspired the line’s three signature shades. The payoff: In a year when lipstick performed well overall, Dior Addict was the second-biggest lip launch for the year, according to The NPD Group, and garnered kudos globally. With results like those, Dior execs definitely had something to smile about.
LANCÔME VISIONNAIRE ADVANCED SKIN CORRECTOR
“This is the future of beauty,” declared Youcef Nabi, president of Lancôme International at the launch of Visionnaire Advanced Skin Corrector.
An audacious statement to be sure, but one that consumers around the world agreed with, as they helped propel the multiuse serum to best-seller status. Visionnaire’s formula contains a new molecule, LR 2412, said to stimulate the production of six markers of the epidermal structure and regeneration linked to aging. Claiming that it was safe for all skin types, even sensitive, Lancôme created a universal antiager that works on wrinkles, pores, pigmentation, scars and vascular evenness and promoted it with its first-ever multiethnic ad campaign. At its launch, industry sources said it could generate $100 million in first-year sales — a compelling vision, indeed.
BUMBLE AND BUMBLE THE STRAIGHT LINE
In October, Bumble and bumble became the first professional hair care brand to formulate an in-salon straightening treatment, ConcenStraight, to address the $1 billion hair-straightening movement currently under fire for formulas of questionable origin. ConcenStraight is formaldehyde free and is designed to allow a stylist to customize a client’s desired straightness. Along with ConcenStraight, Bumble introduced a retail line, Straight, consisting of a shampoo, conditioner and leave-in styler, as well as at-home straightening kits. The launch redefined a category and targeted a large segment of the market craving easy, smooth styles. Response, the company said, has been overwhelming. Since the debut in September, Bumble is trending 25 percent over plan and Bb.Straight Blowdry has met particular success, becoming a top-five seller in salons, Sephora, Bloomingdale’s and on Bb.com.
JUSTIN BIEBER SOMEDAY
“You tell a 12-year-old girl that she can’t have her Justin Bieber fragrance, and good luck with that. She’s going to convince you otherwise.” So said Terry Lundgren, chairman, chief executive and president of Macy’s Inc., and his words proved prophetic.
Justin Bieber’s debut fragrance, Someday, shattered sales records, posting numbers that the celebrity scent category hasn’t seen since the days of J.Lo’s Glow, according to The NPD Group. (Industry sources reported Someday racked up $3 million in sales in as many weeks at Macy’s.) Of course, the idea of a pop idol launching a fragrance is nothing new. But Bieber and his licensee, Give Back Brands, came up with a business plan that proved irresistible to buyers: The proceeds of Someday were earmarked for a variety of charities, making the fragrance a guilt-free indulgence during a period when consumers were still wary about spending on luxuries. Talk about an idea whose day has come.