Written by Amy Steadman • Published 28th October 2013
Natural beauty is making a comeback. Heavy smoky eyes seem to be a thing of the past; replaced by a minimalist liner and a dash of mascara. However, ( for AW13 at least) wine-stained lips and berry nails are still on trend.
Looking forward to SS14, the ‘natural look’ is going to be especially prominent. Rosie Huntington-Whiteley set the tone, walking the Balmain catwalk wearing nothing but a little concealer. Nina Ricci, Valentino, Chloe and Isabel Marant all followed suit. Berry and red nails are replaced by nude tones, and red lips are replaced by beige and soft pinks.
Commenting on the nude trend, makeup artist at Diane Von Furstenberg, James Kaliardos said: “It’s all about the little detail… the girl is fresh from a vacation in the Hamptons, so she doesn’t need makeup.”
Similarly, Lucia Pieroni at Christopher Kane disclosed: “We wanted to create a look that complemented the many pastels in Christopher’s collection. We kept everything neutral, but emphasized radiant glowing skin and a defined and elongated brow.”
What, we might ask, has spurred this trend? Whilst some, including Butter London’s creator Katie Hughes, says that the trend is a hark back to “traditional American simplicity”, others refer instead to Kate Middleton and her natural elegance that has swept the nation.
‘The natural look’ provides a great opportunity for beauty PRs to promote their products in line with this trend. Despite, the trend actually being to wear less make-up, cosmetics companies have an excellent opportunity to use PR to place their products within the media in line with this trend, particularly as the media are acutely aware that we don’t all naturally look like Rosie Huntington-Whiteley.
This is also a great opportunity for skincare brands to use PR to promote their products as an alternative to cosmetic products, BB and CC creams in particular. L’oreal’s Skin Perfection range is a great example of trend foresight and using marketing and PR to align with the latest trend (including digital trends – “pixel perfect”). A celebrity ambassador will also serve to gain maximum exposure, particularly within the beauty press who were given interview time with Ms Cole to discuss the new product.
The nude trend also provides make-up artists and beauty bloggers an opportunity to offer expert tips and how-to guides for getting the look, which is again, another valuable asset for beauty PRs.