Want to know what a beauty editor is having for dinner? Watching what movie? Or just dishing on a celebrity from a shoot? Well now you can if you happen to follow them on Twitter. This week alone, the uber-chic queen editor herself, Vogue’s Sarah Brown, joined Twitter and is posting daily. While we’ve all been tweeting for quite some time now it seems the trend setters themselves have taken to the dialogue. It is definitely a trend we’re seeing and I will venture so far as to say it’s a mandate from Conde Nast, Hearst, Time Inc alike to join the conversation. All of a sudden my in-box is flooded with requests to follow and following I am!
Here are a few to note!
Eva Chen Teen Vogue
Jean Godfrey June Lucky
Amy Keller Laird Allure
Sarah Brown Vogue
So what’s our takeaway? Well for one we get an inside look into the editor’s day and the different market appointments, meetings, launches she attends. We also get a look at the dialogue editors maintain with each other—their observation on new launches, favorite beauty finds and not so favorite encounters. Just this week alone we learned that Makeup Forever launched their new collection with a presentation at Le Parker Meridien Hotel featuring synchronized swimmers—considered very cool. And OPI nails launched their latest news on pirate themed ship—hmm, kind of interesting. However, we did see several tweets extolling the return of the nail, specifically done in calligraphy. Next to the nail, we witnessed a major dialogue surrounding the return of coifed hair with editors uncovering their long put away hairsprays hidden deep within their beauty closets. L’Oreal Elnett hairspray made a reappearance which prompted one editor to call out to her followers to share their favorite sprays. I say its time for a full blown, get gorgeous hair mailing from our accounts!
With all the musings on the staying power of a longwearing eyeliner or the excitement over the return of the really red lip shown this week at fashion shows, the best tweet came last night courtesy of Allure’s Alyssa Hertzig direct from the Grammys: “JLO! The hair, the mirrored minidress, the makeup, the legs #allfab”
If the current shows in NYC give any indication to Fall 2010 beauty trends then come next September we’ll be sporting tons of “greige.” Marc Jacobs declared it the color of the season which falls somewhere between beige and gray. We’re seeing it on the eyes, contours of the cheeks, lips and, of course the nails.
In other beauty news, and in greige-like manner, taupes, camels, chocolate browns are showing up as smoky, iridescent eye looks. Awesome time for CG Smoky Shadow Blast! Lips are matte yet “lubricated” as noted backstage in subtle grape, plum and ashen pink.
Major look of the season has been dubbed “destroyed” for that “lived in” effect. We’ve seen that before where hair is blown out and then tugged at to create unfinished, loose ends. Eyes are smudged in and quite imperfect seemingly as if the wearer had a long night out—and never washed up! But we love it anyway and Pat McGrath makes it beautiful.
Stay tuned for Europe!
Recently I had lunch with Molly Nover-Baker who is the new Beauty Director at Women’s Health Magazine. As a former beauty Director at CosmoGirl, Molly was entrenched in lipgloss, acne and hair products—-loads of hair products! Now that she is at WH, and about to become a first time mom, Molly is getting a quick course on all things anti-aging and making friends with her new, slightly older set of readers. Over pizza and salad, Molly shared with me what she’s obsessed with and what her readers are looking for from their beauty products.
From Molly with food for thought
.like many women, I want beauty products right now that will bring us comfort and work the way they promise too. So I’m hording yummy smelling body lotions that also contain SPF, body oils that will ward off those pesky stretch marks, Cover Girl Outlast Lip Stains (seriously!!) because they stay on all day and I don’t need to worry about reapplying and moisturizing but light smelling body soaps and scrubs that will make my stretching skin feel soft. I also want dermatologist-strength facial products but without the dermatologist price so I’m obsessed with OTC versions that contain the same prescription-level ingredients but in a more affordable formulation.
I know that the time to take care of myself is now because in a few short weeks my priority will switch and it will be all about baby. So I’m trying to get my beauty routine down to the bare minimum in preparation. Learning what ways I can simplify my shaving, teeth-whitening and hair styling so that I still look and feel the way I want to but without the luxury of time that I used to have.
The WH reader approaches life from a holistic sense. She’s someone who is health/fitness minded and takes care of herself from the inside-out. And that means taking as much pride for her healthy inside, as she does for looking fabulous on the outside. Because of that we consider ourselves the experts in the health/beauty hybrid. Our stories are research-heavy and our voice is credible and authoritative. We have a definite trust factor with our readers because the service and advice we’ve given them really works for their lifestyle.
When it comes to stories related to skincare and hair care, we get very serious because she takes it very seriously. She needs products and advice that worksat any price pointand is willing to be patient and invest in a system if she’s going to see the results she desires. She wants to know the research and science behind what’s she’s using and exactly how to use it.
For makeup and fragrance, she’s gets that these are things she can have more fun with and experiment. Fragrance is an accessory that helps her play up whatever mood she’s in. And while she has an everyday makeup look, she also really wants to know how to tweak it and update for the different events and moments in her life. And when she finds a product or brand that really strikes a cord with her, she can be very loyalcoming back for more and trying other new introductions from the brand she’s come to trust.
