At Balmain’s SS25 show, models carried brand new perfume bottles and intricate makeup palettes instead of accessories. Patrick Ta introduced the company’s first liquid foundation at the Monse show. Victoria Beckham created a champagne cocktail that smells like the new VBB fragrance for the brand’s afterparty. Indeed, beauty is becoming big business on the runways, with the latest fashion month as an example.
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Two years ago, for Autumn/Winter 2022, Beauty generated $42.6m (£32m) in media impact value across four major fashion weeks, according to brand performance tool LaunchMetrics. Today, this trend is expected to grow even more, as fashion weeks are no longer just an opportunity for beauty brands to showcase their creative artistry, but a real marketing strategy if executed in the right way.
Who can forget Pat McGrath’s porcelain doll make-up look at Maison Margiela last season? The show sparked a social media frenzy with beauty fans trying to recreate the look, with the brand’s Divine Skin: Rose 001 The Essence, Sublime Perfection Foundation and Divine Blush: The Legendary Glow Color Balm gaining huge momentum. There was a lot of talk about the new glass skin glaze. Go viral.
Provided by Maison Margiela
“When a backstage beauty reveal goes viral, it can shift the social conversation from clothes on the runway to beauty looks and new product launches. If you get it right, it’s about more than just beauty; It’s going to be a cultural moment,” says George Driver, former Elle beauty editor turned beauty communications director at PR firm Carla Otto.
If you get it right, it’s not just a beautiful thing, it’s a cultural moment.
That’s why many beauty brands find fashion week a great opportunity to promote newness. This Spring/Summer ’25, MAC introduced the new Clear Lip MACximal Sleek Satin Lipstick at Richard Quinn’s London Fashion Week show. K-Beauty brand Kaja Beauty unveiled a number of exciting innovations (Talo Bubble Tea’s Beauty Bent Eyeshadow Palette and Dewy Bar-in-Shade Berry Sparkler) at LoveShackFancy’s presentation, Patrick Ta The first-ever liquid foundation was debuted at the Monse show. Additionally, Dyson’s professional-only Supersonic R, which debuted during Harris Reid’s London Fashion Week show last season, was spotted backstage.
“Participating in NYFW has been a long-standing goal for us as a brand,” said Jacqueline Barrett, vice president of marketing for Patrick Ta Beauty. “It also showcases the versatility and performance of our products in a variety of areas. It was also a unique opportunity to demonstrate this.” High fashion setting.
Armando Grillo
“Although color cosmetics are benefiting more from the beauty buzz on the catwalks, skincare brands have also become important players, sponsoring backstage facials and skin prep sessions,” says trend forecasting firm Stylus says Lisa Payne, the company’s beauty director. Case in point: Merit made its new Great Skin Priming Moisturizer the focal point of Brandon Maxwell’s look.
Just showing up backstage with a new beauty product isn’t enough to achieve success, but as Driver emphasizes, “the formula for doing it right has changed dramatically in recent years.”
Despite the great results of using Fashion Week as a launch stage, especially the signature Lip Satin lipstick seen on Proenza Schouler’s 2022 runway Ira Morin, chief marketing officer at Merritt, emphasizes that “this doesn’t mean fashion week is relevant.” most brands. We know that our customers are very interested in fashion and follow fashion weeks closely. Depending on your brand’s demographics, priorities, and positioning, it may not be a good fit for other customers’ brands.
Provided by Proenza Schouler
Due to the uncertainty of success and often high costs, Payne adds: “There’s so much creativity and inspiration online right now, that behind-the-scenes beauty has taken a bit of a backseat.” That means maybelline is launching a new lip gloss on TikTok than it was during NYFW. more likely to see. ” However, when beauty brands work with the right fashion label, their runway launches and social media strategies can execute in harmony. As Bishop explains, the key is to create “a standout social network that can be used to not only introduce your products to sought-after hairstylists and makeup artists, but also align your brand with unique and creative fashion moments. Remember, you’re generating content.
Christy Sparrow
“Iconic make-up artist Pat McGrath is a really great example of an entrepreneur who used fashion week to test, tease, and launch her eponymous product,” says Payne of the now-famous Margiela He talks while looking back on the show. “The Divine Skin Priming Liquid was a particularly great case study. McGrath and her team used the product backstage, but they also designed the bottle to create excitement and excitement for the product’s eventual appearance. I blurred it out,” she added.
So, while Fashion Week is the place to make the announcement, social media marketing is the key to making it a success, and this becomes even easier for brands that incorporate a beauty line. Katia Beauchamp, CEO of Victoria Beckham Beauty, says that “fashion week is the entire brand experience,” so leveraging moments that tell a story across all elements only amplifies this message. After all, if you have a stage, it’s best to use it to its full potential and as loud as possible.
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