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Suppliers Speak Out--Color Cosmetic Trends
Posted: May 19, 2008, from the June 2007 issue of Skin Inc. magazine.
page 3 of 9
“Color trends are generated by research firms who analyze trends and data, as well as celebrities wearing a particular shade; people always use celebrities as their influencers. These findings are then used in the fashion and apparel industry, which presents them to the public in trade shows and collections.”
Claudia Longo, U.S. manager
Kryolan Professional Makeup
Q: How far in advance are a season’s color trends identified, and how is it done?
“Typically six to nine months in advance. Usually very much in line with fashion shows’ lead times. Color trends are mostly identified by an analysis of what will be appearing in the fashion and film industries. Cosmetics companies look toward the runway collections being presented in
New York, Paris, Milan and London for inspiration.”
Theresa Robison, vice president of business development Jane Iredale—The Skin Care Makeup
“Linked very closely to the fashion industry, the season colors are identified a minimum of
12 months before the release, more realistically 18 months. The seasonal makeup collections are inspired from the fashion trends. The general theme and concepts of the trends, the color and the textures of fabrics are examined resulting in creating a collection to complement the fashion looks most appropriate for our target market.”
Caroline Rushworth, director of education
Sothys USA, Inc.
“About two years is when color trends are set for the fashion and interior design world. From there it trickles down to cosmetics. With more just-in-time manufacturing, however, there is still time to wait and watch until six months to a year before the season arrives. Color trends are identified by New York Fashion Week, which previews its fashion six months in advance of the season and is a perfect time to confirm trends and tweak any products. Celebrities have become an increasingly large influence on makeup. From the Internet to TV to weekly magazines, an image of a celebrity wearing a new product can create a trend or demand overnight. This makes it very important to keep a good inventory of products.”
Mari Roseman, marketing director