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BACKSTAGE BUSINESS WITH WBEAUTY

After locking down the designer lineup, the biggest job for any fashion week organiser is the hustle to procure fashion’s golden ticket – the big beauty sponsor. Likewise, hair and makeup companies are turning fashion week partnerships into powerful brand marketing tools. This culture of beauty companies gaining visibility at fashion weeks began in the mid-1990s, driven by the rise of make-up artists who managed to build their own personal brands. Celebrated fashion house Christian Dior partnered with well-known make-up artist Peter Philips, earning him the creative and image director title for its makeup collection. For the brand’s September ‘15 runway show, Philips curated looks using Dior Crayon Khôl in white on the models’ eyelids and the company subsequently saw a 25 percent increase in sales as a result.

Fashion Week Beauty
Peter Phillips with Dior Make-Up Spokesperson Bella Hadid

Locally, as a means of amplifying its sponsorship of the South African Fashion Week, WBeauty from Woolworths flew in celebrity make-up artist Sir John to headline the collaboration ahead of the October 2017 showcase. The make-up artist who has worked with a-listers such as Beyoncé, Serena Williams, Joan Smalls, Kim and Khloe Kardashian, and Viola Davis was tasked with conceptualising runway make-up looks for SAFW and hosting two beauty masterclasses in Cape Town and Johannesburg, as part of his collaboration with WBeauty. “Together, SA Fashion Week and WBeauty/Woolworths have formed a powerful partnership. We’re both in the business of style leadership, taking a definitively South African stance on global trends. We look forward to dialling it all the way up with the added talent and influence of Sir John,” said Head of Brand Communications for Woolworths Fashion, Shaheda Sayed at the time.

WBeauty is known for creating products that are fashion forward and inspired by international beauty trends, making it the perfect partner for SAFW. “We couldn’t be more excited about exposures such as SA Fashion Week, which give us an opportunity to showcase our innovative products and position our Beauty brand through a fashion lens.” Sayed added.

Fashion Week Beauty
Image: Cargo Collective

Whilst in line with international trends, the WBeauty brand prides itself in keeping the needs of the South African woman at the forefront of their ranges, ensuring the best beauty products to create looks sparked by the season’s runway trends. This ambition for quality and style alongside the top brass of local fashion design were reflected on the SAFW Autumn/Winter ‘19 runway.

Fashion Week Beauty
SAFW Backstage moment | Image: W24

The WBeauty range features fragrance, skincare and colour cosmetics to perfectly complement looks showcased by leading South African designers bringing with it quality and innovation. WBeauty is vegan friendly and proudly Beauty Without Cruelty. Beauty with a difference is what we love to see! Well done to SAFW and WBeauty, may this partnership grow in leaps and bounds and deliver on all stakeholder expectations.

Fashion Week Beauty
Image: David Oldham

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