STYLE
From Issue #3
The
Tek-Nopolis Craze
A Quebec Cosmetics Company Sets
The Trend
by Lori Saunders
With
trends in style coming and going every few days, it must be a
tough business figuring out what's next. I've done a
little research and have just been tipped off that Tek-Nopolis
glow in the dark cosmetics will become the next fashion craze.
Where did the tip come from?
Well, I asked Isabelle Roy, the marketing manager for Montreal-based
Annabelle Cosmetics what she thought would be hot in the coming
months. In fact, she had a strong feeling last year about Tek-Nopolis,
and now that her prediction is coming true she's already trying
to figure out next year's showstopper.
Tek-Nopolis
is the latest trend-setter to come from Professional Pharmaceutical
Corporation in Quebec, which markets the Annabelle, Caroline and
Marcelle cosmetic lines. By day you are the demure and understated
student, but by night under the pulsating strobe of Black Light
found predominantly at raves and nightclubs, your make-up transforms
you into a psychedelic diva. Isabelle explains that, "Tek-Nopolis
is a new cosmetic line that reacts to U.V. light. Under normal
conditions the colours are very soft and subtle."
How
exactly did Annabelle Cosmetics know that this was going to replace
the slick super-wet lip and doe-eyed look that Britney Spears
is now sporting? Well, at about this time last year Annabelle's
team of 'trend-spotters' were on the hunt for this season's new
look. They are constantly seeking trends a year in advance. Inspiration
comes from everywhere. Of course they consult internationally
renowned trend specialists and scrutinise the ads from top designers
like Chanel, Yves St. Laurent and Cartier while they also surf
the web and scope the club scenes for a "street" sense
of what is developing.
Isabelle
says that "this market is very dynamic and if you can't keep up
- then you won't be in the game." Compared to their competitors,
Annabelle is a small fish in a very large pond. According to Isabelle,
they have been able to run in the same race because of their ability
to react very quickly to the trends. Professional Pharmaceutical
Corporation has their head office and developmental facilities
here in Canada. This means they can conceptualise a product, take
it to the labs, create samples, test the line and get it onto
the shelves in record time.
When
Annabelle launched their collection called 'Hint Of Tint' this
summer, they were flattered to note that the release of similar
products by Chanel and Lancome coincided with theirs. It's good
to see one of the little guys get it right, especially if they're
Canadian. Go Annabelle Go!
