ISSUE #47 MARCH 26, 2021 A Publication of WWD ONEAssessing YEAR COVID's LATER Impact THE BUZZ 2 MARCH 26, 2021 Beauty Bulletin SK-II will release as “leftover” in Chinese culture. eight original The company's #ChangeDestiny films through its newly formed campaigns over the years also include By the SK-II Studio. “The Expiry Date,” “Meet Me Halfway” and its “Timelines” docuseries, Numbers: created in partnership with Katie Couric. Trendalytics' “All of these stories have been about the limitations that society has placed Top 10 on women, forcing them to make choices that they don't necessarily Beauty want to make,” Seth said. “We felt the need to make this brand purpose Trends much more integral. Over the last year, Data from Trendalytics across the world, a lot of unfortunate points to a return to things have been said and done. We normalcy by summer. felt that SK-II needs to take a stronger stance and have a point of view and be BY JAMES MANSO that force for good.” CONSUMERS ARE getting ready Along with its studio, SK-II has set to show their faces to the outside up a #ChangeDestiny fund, to which it world — masked or otherwise. will contribute $1 per view of its films. Trendalytics' top March trends Total contributions will be capped at point to the masses anticipating $500,000, with proceeds benefiting a return to normalcy, perhaps organizations with which SK-II has a by this summer. relationship. “People are trying to prepare Asked for the company's stance themselves for the fact that on the rise in global anti-Asian hate they’ll have to be appropriate for SK-II to Release Original Films crimes since the onset of COVID-19, human consumption sometime YoeGin Chang, SK-II Global's senior soon,” said Cece Lee Arnold, chief executive officer of Trendalytics. brand director, said the company Via New Studio Division “It's like, 'We’re very close to stands for our Asian, Pan-Asian, “ the end of this. SK-II is investing in original last year after being diagnosed with Pacific Islander employees partners, I should probably touch up my storytelling. leukemia in February 2019. friends and family.” roots or do my nails.'” The company has formed SK-II “At SK-II, we've always believed in “The work that we're doing with SK-II The list is still reflective of some Studio, a global film studio division storytelling and that's been a core Studio, and also the work that we lingering trends from the height and content hub, through which it will part of how we've been engaging have been doing as a brand for the of the pandemic, like an emphasis release eight original films this year. with our target audiences across last seven years, since 2014, has on skin care. Growing eye makeup Based in Singapore, the division is the world,” said Sandeep Seth, chief always been around elevating stories trends suggest prolonged mask made up of about 50 employees. executive officer of Global SK-II. [of] courageous women overcoming usage. “This list has all the eye trends, because masks probably SK-II Studio's first film, “The Center SK-II has released a number of limitations and featuring Asian faces aren’t going way that soon,” Lane, will be released on March 29. notable short film campaigns, such as in our work,” Chang said. “We want to ” Lee Arnold said. Here, its 2016 “Marriage Market Takeover,” continue doing that and SK-II Studios Directed by Hirokazu Koreeda, the film Trendalytics' top 10 trends is one definite way of doing that. follows Japanese swimmer Ikee Rikako, which highlighted how unmarried ” for March, as ranked by who returned to competitive swimming women of a certain age are labeled —Alexa Tietjen year-over-year search growth. TOP 10 TRENDS Cassandra Grey Pivots Amid Store Closure business and shoppers turning to e-commerce, Grey has had to pivot. 1. hydrocolloid patches As the world has gone fully +1,019 percent digital, so has Grey, who now 2. mask stick offers #VioletAtYourService, a +961 percent personal shopping resource for 3. headband wig Tk Caption customers to use via text. She’s +837 percent also producing content through 4. refillable deodorant celebrity profiles in editorial shoots +487 percent as part of a series titled “Screen 5. bloat supplement Tests.” Violet Grey’s latest subject +483 percent is actress Emma Roberts. 6. quercetin As a way to tie-in products +384 percent alongside the stories, Grey has kicked off “Shop Their Bag,” which lists a 7. niacinamide serum Cassandra Grey celebrity's beauty items of choice in +338 percent ¬ Cassandra Grey has closed shopping experience with a a shoppable page on violetgrey.com. 8. rice water shampoo the doors of her Violet Grey shop decor that’s reminiscent of an She has also introduced a short-form +332 percent and turned it into a temporary old-world boudoir, has been on video series on the site called “Behind 9. smudged eyeliner work space. trendy Melrose Place in West the Counter,” which is “similar to the +255 percent The luxury boutique, an Hollywood, Calif., since 2014. But likes of QVC and HSN,” according to 10. floating eyeliner intimate and highly curated with COVID-19 disrupting the retail the company. —Ryma Chikhoune +240 percent POWERED BY: UNILEVER PRESTIGE AND WWD PARTNER TO LAUNCH: Project Connect—Bridging the Digital Divide The grant program presents opportunities for innovative entrepreneurs whose products and services will advance the retail industry. nilever Prestige and “We want to restore confidence in the WWD have announ- industry,” said Smith. “Confidence that ced a new initiative to there are technologies and innovations showcase next-gener- that can rebuild the marketplace and pro- ation business lead- vide advancements for future success. This ers whose products, program is all about purpose and empow- services and solutions ering the next generation of entrepreneurs Uprovide industry advancements that gives us the greatest purpose of all.” involve the connection between technol- Eligible entrepreneurs who wish to ogy and the human touch. apply for the Project Connect grant must COVID-19 has undoubtedly caused have the following. immense acceleration in technology in every aspect of life including everyday Vasiliki Petrou, • A future-focused mindset that interactions – proving that in a post-pan- Executive Vice Amanda Smith, prioritizes pandemic rebuilding demic world, technology and virtual com- President of President, Fairchild across industries. munication will be core elements. Though Unilever Prestige Fashion Media • A business plan that serves to while technology continues to allow prog- humanize technology for the ress amid disruption and enable near-con- of connection across all industries. next generation of consumers stant communication, research shows that “Having spent my career raising aware- and entrepreneurs across all 50 percent of people are reporting feeling ness of future focused brands, I’m excited industries including beauty, tech, isolated this year, compared to 23 percent to find new and innovative entrepre- fashion, CPG, etc. just two years ago. To truly serve neurs whose business models push the • Products or services that demon- With Project Connect, Unilever our consumers boundaries of what we’re used to,” said strate humanity with technology Prestige and WWD aim to harness com- Vasiliki Petrou, Executive Vice President and virtual communication by bined expertise and power of storytelling now and in the of Unilever Prestige. “Brands with pas- associating them with human to promote a human-centered approach sion and purpose tackle a mission bigger touch through virtual means. that highlights the “heart and soul” future, we need than life, and there’s no escaping that dig- • Social impact aligned with efforts behind technology and help bridge the to enrich that ital experiences have been the future for that promote an inclusive plat- digital divide. The technology product or a long time now. But COVID has really form and progressing market- solution to be showcased in this program space at the expedited that process, and personally for place values within the business. will serve as a way to keep us connected me, coming from brands where human • Industry-wide implications even as the pandemic moves us into a intersection touch and face-to-face interactions are so through scalable technology that more isolated state. vital to the customer experience, it’s felt help to drive consumer adoption “As we look forward to a post- of our digital like there is a missing piece. To truly serve of technology solutions and COVID-19 world, we need to pivot and lives and our our consumers now and in the future, we professionals to adapt to a future rely on innovative technology more than need to enrich that space at the intersec- marketplace. ever,” said Amanda Smith, president of need for human tion of our digital lives and our need for Fairchild Media. “There is nothing more human connection.” Applications must be submitted by exciting for WWD then partnering with connection.” Eligible entrepreneurs will be asked April 30, 2021 and will be reviewed by a Unilever Prestige to power our portfo- Vasiliki Petrou, to submit an application to be overseen full panel of industry experts including lios with purpose and celebrate trail- Executive Vice President of by a panel of industry experts, including Amanda Smith and Vasiliki Petrou. blazers who are the next generation of Unilever Prestige members of the WWD and Unilever business leaders.” Prestige executive teams. The winning By scaling innovations in technology entrepreneur(s) will be presented with All interested in applying for that will create a bridge to the future, grant funding and a robust prize pack- the “Project Connect – Bridging across industries, and aid people around nections and partnerships.