GenDigital

Fashion Trends: The Sophisticated Look Returns To Campus

As the spring semester moves along, we've picked up on an interesting fashion trend popping up on campuses around the country. Trendsetting fashionistas on campus are not only getting dressed up when they go out at night, but an increasing number of them are getting dressed up during the daytime hours as well. The "dress up" look, which is clearly a female-driven trend, is inclusive of embellished "hipster" denim, designer flats and/or ballet slippers, premium sweater sets, and perhaps most interesting to us, full make-up and hair. Of course, there are still many students who may dismiss the daytime "dress up" look as a waste of time during the precious morning hours, but it's clear to us based on panelist diaries and photos that dressing up and dressing well all of the time is of growing importance for an increasing number of younger women, especially those who are 21+.

So what's in the closet of a trendsetting fashionista on campus this semester? Here's a quick look at some of the "dress up" staples:

- Apparel: hipster-like skinny jeans are all the rage right now, the darker the denim and the lower the waist, the better

- Footwear: in most cases, the heels are still left for nighttime social activities, but that's not to say daytime footwear is any less sophisticated in appearance though. Stylish slippers and flats from Tory Bruch and Me Too are among the most coveted brands of the moment

- Accessories: it's practicality coupled with some glamor, that's essentially the modus operandi here. Students say finding the right tote is just as difficult if not more difficult than finding the right pair of skinny jeans, so that is certainly saying a lot. The bag has to be versatile enough to handle a laptop, textbooks as well as all the other necessities like the mobile phone, cosmetics and of course the Sigg. The popularity of Coach bags have been upstaged of late by totes from Tory Burch and Marc Jacobs.

- Beauty: just in case this wasn't clear earlier, the total full make up look is totally in right now with designer lip gloss from MAC and Stila among the favorite brands. Have to admit, a few giggles erupted as some young women on campus were sporting their own version of the Lady Gaga inspired "glam look." This certainly bodes well for all of the prestige brands moving forward...

Estee's Aveda Brand Sets on a Green Path

Estee Lauder's Aveda brand will undergo a shift in marketing strategy in 2008 moving away from product-focused marketing executions towards a larger themed branding campaign around the company's green credentials. Unlike some other companies who have dipped their toes in the world of green marketing, Aveda actually has a pretty good story behind it. Beginning in January, Aveda will feature its factory in Blaine, MN as a back drop in their ad creative as a successful example of a building, or even a factory in this case operating thanks to windmills and the wind power they generate. They'll switch it up in February (although, I think they should keep the whole wind creative going at least for a couple of months) to their packaging efficiency highlighting their use of 100% post recycled packaging materials. Aveda always had that "earthy" or "crunchy" equity associated with it to some extent, it looks like this new campaign will only re-energize it and authentic it to a higher level. The brand, still very much in the middle of the pack when it comes to cosmetics and beauty product purchases made by teen and college aged women, has steadily gained share over the past three years--basically going from the bottom middle closer to the top section of the middle. Not great English, but hopefully you get the point...

Beverage To Beauty Product Trend Continues

You may remember a post we did a couple of months ago talking about a deal between beverage giant Coca Cola and beauty giant L'Oreal that called for a creation of a new drink dubbed Lumae that is suppose to help your skin look better. At the time, we didn't see this as a start of a new trend, but perhaps we might have been premature in making that call. Now, news is out that Pepsi's bottled water brand, Aquafina is working with licensee partner Added Extras to create Aquafina Advanced Hydration, a new skin care line. Experts say the deal makes sense since hydration is the essence of any effective skin care solution, and Aquafina after all, is all about hydration, right? There will be a total of 10 individual products under the Aquafina Advanced Hydration line costing between $4 and $20. The question is whether young women who are already partial to purchasing prestige beauty products or at least masstige beauty products will be fired up to try something from a brand they're used to drinking not applying to their faces. Expect to see an advertising campaign later this summer including print ads in beauty and style magazines In Style and Allure. If this trend continues, may be soon we'll see Red Bull lip balm targeted to avid male snowboarders. Hey, that acutally sounds pretty cool now that I think about it.

Coach Partnering With Estee Lauder For Brand Extensions

Coach, the number two luxury retail brand among college women behind only Burberry, has announced a deal with beauty heavyweight Estee Lauder and their BeautyBank division to co-develop a series of beauty products including a signature fragrance. The first round of products, which include the fragrance, are expected to be available next Spring in Coach stores or available for purchase on the Coach web site.

Elizabeth Arden Wants Teens To Say "So"

Fragrance and beauty icon Elizabeth Arden has its sights set on the teen female audience as it markets its new "So...?" fragrance at musical concerts and malls nationwide. When all is said and done, the event marketing push is expected to distribute 20,000 scent cards to females between the ages of 12 and 18. For a teen girl to secure one of the scent cards, she must provide her name and email address with an expectation that future marketing correspondence will soon follow. To also help promote the new teen targeted fragrance Elizabeth Arden has created a new web site.