THE DRG STYLE INDEX: L’Oreal, Pop & Suki, Gosha Rubchinskiy, Creme de la Mer, COS
Here’s the latest weekly DRG STYLE INDEX ranking, a round-up of the brands currently buzzing on my radar…
1. LOREAL’S BRIT BEAUTY SQUAD
I’m not mad keen on phrases like #squadgoals, #slay and #girlboss but I’m making an exception for L’Oreal Paris’s new Brit beauty squad because Ruth Crilly is in it. Ruth (AKA ‘A Model Recommends’) is one of five UK Youtubers who will be creating content for L’Oreal Paris as part of an ongoing partnership. This continues a growing global trend for beauty brands to use digital influencers instead of traditional celebs as brand evangelists. I don’t really know the others but I love Ruth for her down to earth delivery and non OTT approach to make-up (she’s the only one here with natural looking brows for starters). Marketing Week has an interesting interview with L’Oreal’s UK general manager Adrien Koskas on why L’Oreal’s approach to using influencers is different to its competitors. Read it here.
2. NEW NAME TO KNOW: POP & SUKI
I don’t care that there’s a celeb behind them, these bags are cute! And practical. And affordable(ish). Pop & Suki (Waterhouse) is soft launching with these camera bags that transform into mini backpacks and bum bags with the help of a strap or two. Very clever and very sweet. And the business model is straight-to-consumer which sounds oh so modern and millennial. You can order one here.
3. GOSHA’S FRAGRANCE – DATES AND DEETS
So it’s true about the Gosha Rubchinskiy fragrance. What we know:
It’s $88
It’s out on October 8th (during Frieze in London) before rolling out globally in 2017
It’s for ‘young people’ (translation: unisex)
There’s an accompanying limited edition book
It launches at Dover Street Market in London and the Paris Trading Museum and Comme des Garçons perfume shop in Paris
Read more at WWD.
4. CRÈME DE LA MER COLOUR IS COMING
Look out for Crème de la Mer’s makeup-skincare hybrid line ‘Skincolor de la Mer‘ that launches next month. This is an emerging beauty category that’s growing because it saves time and delivers so-called ‘anti-aging’ benefits without calling them that (older women don’t like that word). As more brands add in skincare benefits to their make-up, consumer expectations are rising in tandem. I’m a religious user of my Crème de la Mer Reparative SkinTint so if these are anywhere as good as that, they’ll be worth every cent.
5. COS X AGNES MARTIN
Coming soon from COS, a 12-piece collection inspired by the artist Agnes Martin. A collaboration with the Solomon R. Guggenheim Museum (whose Agnes Martin retrospective opens on 7th October), the suitably muted and minimalist collection also lands on 7th October in selected international stores. A percentage of the proceeds from sales in COS stores will be donated to the Agnes Martin Foundation.
WORDS: Disneyrollergirl/Navaz Batliwalla
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