Double Exposure

Fashion collaborations make a lot of sense for beauty and accessories brands. Beyond extra sales, they generate high levels of publicity, boost traffic during key holiday periods and attract more style-conscious customers. Manicare and Glam by Manicare are riding the collaborative wave for the third time this year.

MANICARE’S LATEST FASHION COLLABORATION A CROWD-PULLER FOR SUMMER

by Elisabeth King

Fashion collaborations make a lot of sense for beauty and accessories brands. Beyond extra sales, they generate high levels of publicity, boost traffic during key holiday periods and attract more style-conscious customers. Manicare and Glam by Manicare are riding the collaborative wave for the third time this year. 

Our first two fashion collaborations were very successful, says Candy Wong, Brand Manager for Manicare, but 2017 marks the first time two designers have been involved with limited edition ranges that target the all-inclusive customer base of both brands.

Manicare and Glam by Manicare draw on their in-depth understanding of consumers and the market for new launches. Manicare is the number one beauty tools and accessories brand in Australia and its huge success over the past 40 years is due to a simple philosophy: giving women the ‘beauty’ tools to feel more confident. Glam by Manicare also maintains its position as Australia’s number one eyelash brand by continuing to invest in innovation and quality. Regardless of lifestyle, budget and distribution channel, Manicare and Glam by Manicare connect with consumers of all ages on a personal level.

TWO OF AUSTRALIA’S MOST TALKED–ABOUT DESIGNERS

Bec & Bridge and By Johnny are two of Australia’s most talked-about designers. Celebrity fans of Bec & Bridge include Rose Byrne, Miranda Kerr and Jennifer Hawkins and David Jones has been a key stockist for over a decade. Known for their chic elegance and smart silhouettes, Bec & Bridge pair perfectly with Manicare and Glam by Manicare’s commitment to quality craftsmanship and a trend-forward aesthetic.

Taking its cue from Bec & Bridge’s current seasonal collection, the softly feminine pink, khaki and blue design for the new Manicare and Glam by Manicare collections is universally appealing. “Our florale print for the collaboration was inspired by the decadence and luxury that Art Deco exuded and flaunted in all aspects”, say the brand’s founders, Bridget Yorston and Becky Cooper. “Working with such an iconic Australian brand has been amazing. We grew up with Manicare, so it’s fantastic to see our prints come to life on this range. We have had a lot of fun watching our prints be interpreted into another medium rather than fabrics”.

Johnny Schembri of By Johnny springboarded the brand from a small Sydney market stall in 2009. Today, the fast-growing label is a firm favourite of Australia’s It girls, including TV presenter Rachael Finch and actress and model Jodi Gordon. A go-to for figure-hugging dresses, sleek lines and eye-catching prints, By Johnny’s passion for bold designs also goes hand-in-hand with Manicare and Glam by Manicare’s promise to customers – exciting, inspiring glamour as part of everyday beauty. The two custom prints – elegant polka dots and bold stripes – the draw their inspiration from By Johnny’s Winter 17 collection. Contemporary and striking, they have maximum eye appeal. “This collaboration has been a very different experience for us, seeing the collection’s colour palette translate into packaging, and we are very excited about the limited edition.

CLASS-TO MASS, CATEGORY-CHANGING LAUNCHES

The landmark collaborations fuse the unique sense of fashion of Bec & Bridge and By Johnny with Manicare’s beauty and marketing expertise. Some of our best-selling products were natural choices for the collection, says Wong – mini tweezers, fashion tweezers, a compact mirror and nail polish remover pads. “The lineup dovetails with our strong association with Fashion Week 2017 in May and debuted in store in August”.

Glam by Manicare also created four “Designer Inspired” Mink Effect Lashes to celebrate the collaboration; the packaging feature both designers’ prints to enliven in-store displays – two Natural and two Length. Point-of-sale and primary packaging remain a priority to deliver sales and the fashion collaboration keeps Manicare and Glam by Manicare at the forefront as category leaders in beauty tools and accessories and lashes, says Wong.

The party and summer seasons are all about the pursuit of making women feel and look their best. Manicare is also releasing a limited edition Complexion Perfection Kit featuring three oval-shaped brushes – a blend and blur brush, contour brush and concealer brush. The range offers precision and control, smooth glide and superior blending ability, while keeping application moves light.

Yet another example of Manicare’s expertise in bringing class-to-mass, category-changing products to existing and potential customers.

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