So­cial Meet­ing

WWD Digital Daily - - In Focus: Business Insights -

Aerin Lauder and Jo­hanna Or­tiz’s makeup col­lab­o­ra­tion started as many modern-day part­ner­ships do: on In­sta­gram.

“I was in Palm Beach about two years ago for Christ­mas and I was wear­ing this beau­ti­ful red dress and I posted [it on In­sta­gram],” said Lauder. “Ev­ery­one in my of­fice was like, you have to tag, you have to credit, and I did and [Or­tiz] com­mented and from there it started.”

On Wed­nes­day evening,

Lauder co­hosted a din­ner party with Net-a-porter and Or­tiz at her Up­per East Side apart­ment to cel­e­brate Aerin x Jo­hanna Or­tiz, which launched Nov. 2. The party was at­tended by Brett Hey­man, in­flu­encer Arielle Char­nas,

In­dre Rock­e­feller, Cle­mence von Mu­ef­fling and Net-a-porter’s global buy­ing di­rec­tor El­iz­a­beth von der Goltz.

“Any time we do a beauty col­lab­o­ra­tion with a fash­ion de­signer, it al­ways sells su­per well,” said Von der Goltz. “It’s a lot to do with the fact that peo­ple love beauty. The pack­ag­ing, get­ting those spe­cial prints that are spe­cific to a de­signer and hav­ing that mashed with beauty and the color, it gives the cus­tomer an­other rea­son to buy. They’re pretty easy pur­chases in terms of you’re let­ting some­one en­ter into the life of Aerin Lauder and the life of Jo­hanna

Or­tiz at a more en­try price point. You’re giv­ing them that ac­cess.”

Asked for their thoughts on why their brands work so well to­gether, Lauder and Or­tiz pointed to the fact that they are both fe­male founders.

“The con­sumer’s very sim­i­lar,” said Lauder. “Our brand is very much based on beauty, fem­i­nine her­itage sto­ry­telling. I al­ways say, ‘It’s my name on it, it has to be the best it can pos­si­bly be,’ and the same goes for Jo­hanna. Tonight, she was help­ing me ad­just my dress, she wanted it to be per­fect. It’s very sim­i­lar, our sen­si­bil­ity and our vi­sion and our taste. It was very syn­chro­nized.”

“It felt so free and easy that I think that’s how it has worked,” said Or­tiz. “When things go when they feel easy and right, that hap­pened. It was great.”

— ALEXA TIETJEN

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