what’s trending?

28 September 2015 cosmetics business news 12

LFW SS16: BEAUTY TRENDSFRESH FROM THE CATWALK

Fashion week is big business. Buyers place more than £100mworth of orders at each season of London Fashion Week,while the event brings around 5,000 visitors into the UK’s

capital, enticed by the prospect of its catwalk shows.For beauty brands, the event presents a huge opportunity to

showcase their new products paired with the latest fashion looks in the hopes that some well-timed press coverage will put them on the consumer’s radar – and in their shopping baskets.

This year, St Tropez, Toni&Guy and Maybelline were some ofLFW’s official beauty sponsors, but other brands were also involved.Over the five days from 18-22 September, show visitors were givenfree makeovers in the Maybelline lounge and invited to drop intoghd’s Sleek & Movement (S&M) Soho pop-up store for a dry-stylingsession, while hundreds of VIPs made appointments at theToni&Guy pop-up hair salon. Meanwhile, Orly was busy backstagepainting nails for Fyodor Golan, Sibling London and Markus Lupfer.

So what does it mean for beauty going into 2016? Fashion-savvyconsumers will be looking to recreate the looks showcased as soon as possible with, in some cases, the added advantage of not having to wait for the next season’s stock to hit shops. But which looks willbe most popular? CBN asks its expert panel...Join the discussion: @cb_beautynews #whatstrending

OVER TO THE PANEL

“It looks like there are going to be lots of excitingnew trends as well as some beauty staples. Eyesare going to be bare or neutral with a flash of blueliner. I think we’re going to see a lot more berrytones, in a satin finish. Without a doubt, the biggestSS16 trend is for a fresh faced look with clean skin.Strobing isn’t going anywhere either, with lots of

glowing, almost ethereal skin spotted all over the catwalks.”Emma Leslie, Editor, escentual.com

“Multi-textural hair is emerging as a big trend forSS16. It’s all about combining different textures withsmooth high shine roots paired with loose, dry ends,as seen at Cushnie et Ochs and Daks. The mattered lip was also a favourite with many designerssuch as Zac Posen, Jason Wu, Topshop Unique andFelder Felder. We are also seeing a new graphic

French manicure emerging.”Theresa Yee, Senior Beauty Editor, WGSN

“Luminous, glowing skin was seen at House ofHolland where the look was gently built up, as wellas Burberry, where it was paired with an oxbloodlip – perfect for consumers to recreate as this is aneasy look to achieve. Bright blue eyes took centrestage at Elie Saab, using different azure shades ontop and bottom lids. It’s a beautiful look but it might

be a trend for the catwalk only.” Denise Rabor, make-up artist and Founder, Wow Beauty

The fash-pack was out in force for LFW SS16. But whatbeauty looks will consumers be looking to replicate?

Bora Aksu SS16: Hair by Sam Burnett,the KMS California Global Ambassador,and Face Lace by Founder Phyllis Cohen