New Collection to Launch in ULTA Beauty Store Nationwide Beginning this Month; London Shares Key Fashion and Beauty Fix-It Items Perfect for Summer Trends
MINNEAPOLIS and NEW YORK, June 19, 2014 /PRNewswire/ — Stacy London, Style Ambassadress for Hollywood Fashion Secrets, the creator of double-side Fashion Tape® and the Style Essentials product category, today announced revealing news – some of the industry’s best tricks, tips and secrets that are essential for the summer season and its key fashion trends and activities.
“We all know the importance of accessories — shoes, handbags, belts and jewelry — to complete an outfit, but what most women don’t know are the tricks of the trade that deliver undercover wardrobe magic and help us all look perfectly put together,” said London. “Summer dressing, with its skin-baring apparel, is a key time for using these utility tools from Hollywood Fashion Secrets, which has created a collection of expert short-cuts that lift, hide, secure, tuck, tighten and hem. These essentials empower women to style themselves with certainty and try out a new fashion trend with more confidence.”
Here are some top Summer trends enabled by Hollywood Fashion Secrets revealed from Stacy London:
- Sideboob-Baring Silhouettes — “Sideboob is the new cleavage,” said London. Side-exposing tops and dresses are all the rage this summer. Use Fashion Tape to keep just the right amount of breast flesh exposed.
- Light-weight fabrics — from sexy rompers to mini dresses, Summer’s hottest silhouettes are made of thin fabrics. Wear Silicone CoverUps (nipple concealers), which deperkify and deliver a smooth contoured look. These indispensable concealers are self-adhesive, stay in place and are re-usable up to 25-plus times!
- Racer-Back Tanks — when wearing the racer-back style, peek-a-boo bra straps can distract from the look. The Bra Converter Clip is perfect to adjust a traditional bra into a racer-back style and eliminate straps from showing.
- Crop Tops – keep them in place and with less risk of rising with Fashion Tape!
- Strappy sandals and gladiators – keep the straps perfectly in place with Accessory Dots. These little bits of tape are great to keep the thin belt strap intact too!
- Half Moon or Hombre Nails – DIY perfectly with Nail Polish Remover Swabs.
- Beat the heat with fresh-on-the-go “handbag-ready” items like Deodorant Wipes, which let women freshen up with one swipe; Oil Blotting Tissues, to de-shine with a quick pat; and Eye Makeup Remover swabs, for easy touch-ups in an instant.
- Deodorant Removing Sponge – removes deodorant, pet hair and makeup off any type of fabric from Lycra swimsuits to cotton and silk.
Launch in ULTA Beauty Stores
Beginning this month, many of these Top-to-Toe Style Essentials, among others, will launch in ULTA Beauty stores in a new merchandising fixture designed to showcase the Hollywood Fashion Secrets product collection in an easy-to-shop system.
London will be featured in Hollywood Fashion Secrets’ new campaign, which is expected to include fun and useful how-to-use online videos covering tips, tricks and secrets; social media engagement; digital advertising; PR; and merchandising.
In addition to ULTA Beauty stores, the brand’s Style Essentials can be found at national retailers and independent boutiques across the U.S., as well as at www.hollywoodfashionsecrets.com, where a list of retailers can be found.
About Stacy London
Since 2002, Stacy London has been best known as the straight talking co-host on TLC’s hit show, What Not To Wear. Part psychologist, part style maven, Stacy utilizes her sassy sense of humor to help improve one’s appearance not only on the outside, but also by helping to boost self-confidence from the inside. She started her career in 1991 as an assistant at Vogue Magazine and in 1996 was appointed as Senior Fashion Editor at Mademoiselle where she worked until 2000. She has styled runway shows for such designers as Rebecca Taylor and Vivienne Tam and has worked with renowned celebrities like Kate Winslet and Katie Holmes. She is the President of Super Long Play, a television and digital content production company, which produced Big Brooklyn Style for TLC. She is the author of the New York Times Best-Seller, The Truth About Style, published by Viking. She has guest-hosted on The Today Show, The View and Anderson Live, and has appeared on Access Hollywood, The Wendy Williams Show, Dr. Oz and various other national news and entertainment programs. Previous brand work includes Pantene, Lee Jeans, Woolite, Dr Scholls, and Westfield Malls. She lives in Brooklyn with her cat Baby Al, too many shoes and not enough closet space.
About Hollywood Fashion Secrets
Hollywood Fashion Secrets, based in Minneapolis, Minn., is the originator of Fashion Tape(R) and the creator of the Style Essentials category, a new product category in the fashion and beauty industry aimed at delivering useful, everyday items, tips, tricks and secrets that help women solve daily fashion and beauty challenges and side-step wardrobe malfunctions. Founded in 2001 with its first product, Hollywood Fashion Tape® — the original Fashion Tape — the team arrived on the fashion scene intent on helping women keep garments perfectly in place. From keeping deep plunging necklines intact for special occasion styles and solving cardigan gaps for everyday dressing to executing on-trend layering looks and DIY fashion with ease, HFS’ Fashion Tape has been there from the beginning. Since its launch, the company has sold more Fashion Tape than any other brand – over 40 million feet of tape – enough to stretch from New York City to Milan and back again!
Today, the company’s product collection covers a range of 30-plus Style Essential items including the Breast, Bra and Nipple collection with such innovative necessities as breast lift tape, silicone nipple concealers, clear bra straps, breast enhancers and bra converting clips; the Fashion Tape line offers a range of Fashion Tape solutions from varying length strips and shapes to accessory dots and the industry’s first refillable Fashion Tape Gun; the Clothing Care line includes the Sweater Saver stone, deodorant removing sponge and garment shields, among others; the Pant Alteration assortment offers the Hip Hugger back belt, Boot Straps for a snug jean into boots tuck-in and temporary hem tape to adjust jean length for heels to flats; as well as the Wedding assortment delivering a range of special occasion items for the bride and bridal party to get ahead of common styling snafus on the big day. New product ideas are inspired by women everywhere, who rely on HFS and regularly contact the team with their daily styling challenges. HFS is dedicated to solutions that work and has evolved as the definitive voice on Style Essentials and solution secrets to provide women the ability to feel fabulous and fearless no matter what they’re wearing. Celebrity stylists commonly rely on HFS items for their styling kits.
Join HFS virtual fans at http://www.facebook.com/hollywoodfashionsecrets.
About ULTA Beauty
ULTA Beauty is the largest beauty retailer that provides one-stop shopping for prestige, mass and salon products and salon services in the United States. ULTA Beauty provides affordable indulgence to its customers by combining unmatched product breadth, value and convenience with the distinctive environment and experience of a specialty retailer. ULTA Beauty offers a unique combination of over 20,000 prestige and mass beauty products across the categories of cosmetics, fragrance, haircare, skincare, bath and body products and salon styling tools, as well as salon haircare products. ULTA Beauty also offers a full-service salon in all of its stores. As of May 3, 2014 the Company operates 696 retail stores across 46 states and also distributes its products through the Company’s website: www.ulta.com.