Beauty Store Business

JUN 2019

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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Page 20 of 51 | June 2019 19 From top: Daniele Venturelli, Victor VIRGILE/Gamma-Rapho Accessories from the same decade are coming back as well. After actor Jason Momoa's pale pink Fendi scrunchie stole red-carpet hearts at this year's Vanity Fair Oscar party, everyone had to get their hands on the throwback hair staple. "Clips and barrettes have likewise made a reappearance, though with more bling than seen in the past," Garland says. Those going short are doing so sans texture by bringing on blunt ends. "Another of this year's hottest fads is letting go and feeling free with a chopped bob," Garland continues. "Think above the shoulders, '70s-inspired, a la Michelle Pfeiffer in Scarface." Part of the draw is this look's versatility: Wear it straight, wavy or slicked. The season's hottest colors celebrate a dichotomy. On the one hand, blondes are having extra fun, because golden hair is back. "Warm tones are lighter and brighter, embracing hues that reflect light to lend manes a gorgeous shine," Garland explains. Models Anna Rubin and Mads Mullins popped like spotlights while walking for Miu Miu and Saint Laurent, respectively. Gigi Hadid went one shade closer to honey at Versace and Fendi. While these beloved looks are reminiscent of natural sun-kissed tones, the other hair hues du jour can best be defined as experimental. Think vivid yellow, orange, blue, pink, purple–or, as Garland describes, anything you'd find in your crayon box as a kid. "From tie-dye strands to color resembling oil slicks to shimmering metallics, today's tones are showstoppers," agrees Breanna Armstrong, founder of Editour, a digital marketing agency specializing in the beauty industry. "Images of vibrant hues combined with a unique up-do–think bun or complex braid–are currently generating the highest engagement on Instagram and other social media." Pro tip: Watch for Pulp Riot colorist Josh Rainville (@fabhairbyjosh), whose breathtaking range of unicorn to neon hair art is poised to blow him up as a top beauty influencer. FACE-OFF From strands to peepers, color is returning in the form of eyeshadow. "It's all about profusion and interesting place- ment," says Helen Phillip, Sephora Collection national makeup artist. "A dab on the inner corner of one eye or a wash over the crease makes this look simultaneously minimalistic and impactful." Neon makeup was the rage for designer Byblos during Milan Fashion Week, with eyes showcasing graphic shades of electric tangerine, turquoise and magenta. Christian Siriano stayed loyal to a single hue–spring green– applied generously all over models' lids, while specks of hot pink were dotted near outer creases at Chalayan. Pink is ubiquitous this season. "My favorite is the mono- chromatic pink trend, because a shade of it exists that's perfect for every age and skin tone," says Melissa Baker, makeup artist and Merle Norman director of education. "You'll see it everywhere: on lids, lashes, cheeks and lips." Case in point: Byblos even featured eyebrows enhanced with hot pink powder. At the Golden Globes, Emma Stone stunned with her rose shadow and matching pink Louis Vuitton gown. Merle Norman's new summer 2019 Jason Momoa (pictured with Lisa Bonet) sports a pale pink Fendi scrunchie at Vanity Fair's Oscar party. Vibrant, Kelly-green eyeshadow at Byblos, Milan Fashion Week. Gigi Hadid wears honey- colored locks clipped with a barrette at Versace, Milan Fashion Week.

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