BEAUTY CARE

L’Oréal Paris names inaugural hair colors of the year

BY Gisselle Gaitan

L'Oréal Paris is looking to 2018 and beyond by revealing the brand’s first ever Hair Colors of the Year. The New York-based company has named Rose Blonde and Smokey Grays as the inaugural shades, and in addition will launch two new products to help consumers achieve these looks from the very comfort of their homes.  

"This year, I visited numerous countries studying people from many different cultures, visiting exhibits and art fairs, going backstage at fashion shows and meeting with the top master colorists all around the globe," Orrea Light, vice president of L'Oréal Global marketing beauty innovation and acceleration, said. "Through this process, rose gold and 90's-inspired grunge consistently emerged as the top trends. We challenged our color labs with creating hair color shades that would allow people a premium, yet accessible, and fashion-forward way of expressing these trends and are thrilled to now introduce them."

The new L'Oréal Paris Superior Preference Rose Blonde was created with warm, rose gold tones for a multi-dimensional, rosy look according to the company. The Feria Glam Grunge collection will instead combine smokey undertones in four jewel-tones shades titled Dusty Mauve, Downtown Denim, Vintage Teal and Purple Smoke. 

"Both rose gold and grunge-inspired hair color shades have taken over as digital sensations, editorial obsessions and are now trending in professional," Daniel Moon, L'Oréal Paris hair color consulting colorist and owner of LA-based HAIR salon, said. "What I love about the new Superior Preference Rose Blonde and Feria Glam Grunge collections are that people are now empowered to recreate the trends themselves at-home."

In addition, the L'Oréal Paris 2018 Hair Colors of the Year program will be brought to life in advertising, tutorials and educational content on the company’s website. 

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SinfulColors announces color cosmetics line, names Vanessa Hudgens global color collaborator

BY Gisselle Gaitan

SinfulColors is expanding to color cosmetics with a new 18-piece face and eye collection that can be previewed exclusively on Amazon on Nov.16. The New York-based beauty company also named actress and singer, Vanessa Hudgens as Global Color Collaborator. In this new role the "So You Think You Can Dance" judge will star in the brand’s beauty campaigns, help develop trend collections under the SinfulColors name and launch her first collection in 2018. 

"I was already a fan of the SinfulColors nail color brand, so to become their Global Color Collaborator, launching the first-ever SinfulColors cosmetics collection, is an honor," Vanessa Hudgens, SinfulColors global color collaborator said. "The products are so unexpected, and not like anything I have seen before. This is a collection I can't wait to share with my friends and fans."

The new line of products from the company will feature the Dive Lash Color Mascara in an array of colors, Bold Brow Intense Effects in bold colors for eyebrows, a dual-ended metallic eyeshadow titled Duo Cream Shadow, Stop & Stare Gel Eyeliner and Face Forward Allover Highlighter Stick. These items will begin their in-store and retail rollout in Jan. 2018.

"For years, SinfulColors fans have been requesting a full color collection, encouraging the brand to bring their trend expertise and obsession for bold, vibrant colors and innovative formats into the color cosmetics category. We're thrilled to finally share this with our fans, as well as introduce SinfulColors to new fans through this category expansion," Fabian Urquijo, senior vice president Marketing, Revlon Portfolio Brands, including SinfulColors said. 

Beginning Dec. 14, to celebrate Vanessa Hudgen’s birthday, the brand will launch a specially curated Birthday Bundle available exclusively on Amazon. It will feature the Diva Lash Color Mascara, Bold Brow Intense Effects, Stop & Stare Gel eyeliner and Shade Babe Cream Eye Shadow.

The full line of color cosmetics will officially launch in Jan. 2018 with over 100 products to be available in Walmart, CVS, and Rite Aid locations. Pieces will begin at a retail price of $3.99. 

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Estée Lauder, Google Home join forces to create personalized nighttime routine

BY Gisselle Gaitan

Estée Lauder, the New York-based company is fully embracing technology with a new launch in collaboration with the Google Assistant on Google Home. The beauty brand has announced that beginning in December the “Estée Lauder Nighttime Expert” app will be available to offer personalized skincare solutions and beauty techniques through a voice-activated system on the device.

“We are thrilled to collaborate with Google to be at the forefront of creating personalized consumer beauty experiences via the emerging world of voice activation,” Stephane de La Faverie, global brand president, Estée Lauder said. “Combining our beauty expertise with Google’s technology allows us to build on our digital evolution and offer the latest innovation to further enhance our consumer experience.”

The “Estée Lauder Nighttime Expert” app can be accessed by users saying to their Assistant on the Google Home devices, “Ok Google, can I talk to the Estée Lauder Nighttime Expert.” From there, a chat experience commences where users must go through a series of questions and answers. Once that step is complete, a personalized recommendation will be given which can be enhanced by users getting the option to learn skincare application techniques. Consumers also then will be referred to a free service featuring the brand’s hero serum the Advanced Night Repair Synchronized Recovery Complex II, available at an Estée Lauder counter.

“Adding voice experiences will unlock the next level of personalization and help us reach a new generation of consumers,” Tricia Nichols, Vice President, Global Consumer Engagement, Estée Lauder said. “Through our collaboration with Google, we are expanding our Omnichannel efforts to go beyond stores and online to in-home, at the moment.”

Google Home will launch the "Estée Lauder Nighttime Expert" on the assistant feature beginning in December with the beauty company looking to launch new activations globally in 2018.

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