Flash, dazzle and pop! Fall's color cosmetics draw inspiration straight from the fashion runways

Household & Personal Products Industry, August, 2008 by Melissa Meisel

A smooth base is also imperative for a put-together face. For Fall 2008, Shiseido will debut its Makeup Perfect Smoothing Compact Foundation that is said to adhere seamlessly to the skin. The formula features "micro-coating technology with an innovative flexible smoothing powder" to create a flawless application. The foundation powder particles are made ultra-fine and coated with oil for maximum spreadability, while the smoothing powder changes shape to disguise uneven surface areas. The product is also formulated with moisturizing ingredients like royal jelly extract and vitamin C and E complex.

"Skin for the season will look like smooth satin; not shiny, but not flat, with an emphasis on looking flawless," said Theresa Robison, vice president of sales and marketing for Jane Iredale, Great Barrington, MA. In step with the trend, Jane Iredale's latest release is Dream Tint, a mineral-based, SPF-infused tinted moisturizer that doubles as a foundation.

Fashion Forward

So, how do the leading cosmetics companies find inspiration for the shades, textures and styles each season?

According to Jodi Bronstein, executive director of marketing, Prescriptives, New York, NY, "Our 'All Skins' positioning is key in helping us determine shades that will work on all ethnicities. We do market research to determine what shades are in demand for foundations, powders, concealers and more and work to meet every need in the market."

For Fall 2008, Prescriptives is rolling out its limited edition Fall Dimensions quad for cheeks and eyes, a specially designed multi-dimensional all-over face and eye powder compact said to "add dimension" to any look. The set is suitable for all skin tones.

Ms. Bronstein adds that the head of the Prescriptives product development team attends several fashion shows each season. In addition, her squadron works with trend houses and companies that identify key trends of the season.

"We then determine what trends make sense with our brand positioning and select a top trend for the look we feature," said Ms. Bronstein.

At Stila Cosmetics, the artistry and product development teams work backstage at New York City Fashion Week to find the next big craze. According to Sarah Lucero, global director of artistry and education, Stila, Glendale, CA, "We work with different designers and fine tune our vision to fit with their fashion trend, as makeup is just as important as the clothes. You should always update your makeup wardrobe along with your fall or spring trend wardrobe."

For this season, Stila will launch the makeup look created for Marchesa's Fall 2008 runway show--exclusively at Sephora--as the Stila Backstage Beauty Collection. The collection features three limited-edition palettes designed in faux patent with wrapped faux leather rosettes, referencing some of the "key juxtapositions" presented in the Marchesa collection. Each palette includes one matte eyeshadow, two shimmer shadows and black kohl eyeliner to recreate a sweet, feminine eye seen on the runway.