MAC sponsorship further consolidates catwalk significance

By Louise Prance

- Last updated on GMT

Related tags Cosmetics

The return of MAC cosmetics as the official make up sponsors for
London Fashion week further highlights the ongoing trend of
cosmetic manufacturers who use the catwalk as a basis for new
colours and make up ranges.

The company will be supporting many designers contributing to the show, including Giles, Christopher Kane and Gareth Pugh, whilst also hosting a media lounge to highlight daily catwalk make up trends and host one - to - one make up applications.

The MAC sponsorship of London fashion week further indicates the significance the fashion world holds in the beauty industry, with many cosmetic manufacturers citing catwalk collections as a main inspiration when designing and creating new beauty ranges.

Peter Lichtenthal, global general manager of M.A.C Cosmetics, said, "Fashion is part of the DNA of M.A.C - it inspires our artists and products worldwide."

Indeed, a recent report by market research company Mintel states that catwalk shows have held such prevalence in the Irish cosmetics world that they have helped contribute to the recent growth spurt in the colour cosmetics segment.

Cosmetic leaders Coty and L'Oreal suggested during research for the report that fashion trends appearing on the catwalk are a key basis for cosmetic manufacturers when creating colour cosmetics ranges, designing products that mirror the colours, textures and styles of the key trends that season.

Author of the report, Edel Gallagher, told CosmeticsDesign​ that "Many couture designers such as Christian Dior and Chanel have successfully expanded into the cosmetics market by launching their own range of cosmetics, which complement their clothing line and can be sold as one complete look, representing opportunities for creative marketing".

She continued, "Additionally, consumers will trust a cosmetics brand if they already purchase clothing from the same label, as the quality association is already in place".

Indeed, the fashion world's influential status similarly played a large part in Creative Outsourcing Solutions International's (Cosi), 2007 Autumn/Winter colour collection, which was aimed directly at the leading trends on the catwalk for that season.

The two new ranges, Urban Angel and Curator, were designed on the metallic, electric and red colour trends featured on the catwalk, aiming to reflect the company's awareness of the intrinsic link between the fashion and beauty industry.

However, it is not just the cosmetics industry that is benefiting from the fashion industry, demonstrated by the fact that troubled fragrance manufacturer Parlux recently announced a partnership with respected fashion retailer Ed Hardy to launch a line of fragrances.

The scents are expected to represent the Ed Hardy image of a fun, edgy, lifestyle brand, which is endorsed by many celebrities. The move aims to spark an upturn for the manufacturer, which has seen hard times of late, following disappointing sales figures.

Related topics Color Cosmetics Fragrance

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