It goes without saying that covering fashion trends and the entrepreneurs behind them is a whole different proposition in the era of COVID-19. Beauty open houses and try-on experiences are now a thing of the past—at least until there’s a proven vaccine. However, leave it to pioneering beauty-expert-to-the-stars Anastasia Soare to create a Zoom meeting extravaganza that almost perfectly captures the spirit of a live event while presenting products, tips and tricks that are right on track with the times.
The occasion was the roll-out of the ABH fall collection that puts a definitive spotlight on what she’s done best from the beginning: showing women of all ages how to make the brows the perfect frame for their eyes. In a time where opportunities for salon visits and spa days are few and far between, even for A-listers, Anastasia Soarer and fashion-forward daughter Claudia Suárez (company president, representing the younger generation) débuted a brow-centric fall collection users can mix and match to create salon results.
Add to that mix a brand-new line of six matte Lip Stain shades (from neutral to bold) that won’t transfer to one’s mask or dry out the lips and a purse-sized version of her best-selling Loose Setting Powder that works with every skin tone when blurring imperfections. The proverbial cherry-on-top offering for the holiday is the Soft Glam II (US$29), a day-to-night eye palate with eight popular matte, metallic, soft neutral and bright shimmer shades. This shows that even when one shifts to neutral for her best look in the era of Zoom meetings and casual chic, she can still be eye-catching.
That said, the focus of the ABH virtual open house was Anastasia showing attendees how to get that professional bespoke brow that masks will put front and centre when wearers go out and about. She argued that what makes perfect salon brows accessible to all is that are now three different brow tools on offer in an expansive range of shades that can be combined or used separately to match up perfectly with the wearer’s hair colour.
The Brow Pen, the brand’s first new brow launch in nearly two years, comes in nine cruelty-free and smudge-proof shades and features a vegan brush tip that readily mimics natural brow hair. The popular Brow Wiz, available in ten naturalistic shades (including the new Strawburn), is a fine-detailed pencil suited for naturally full brows or for sparse spots needing a bit of filling in.
While the Brow Definer (which includes a new Ash Brown shade) is three brow tools in one with its teardrop-shaped tip and generous brow brush, Anastasia demonstrated why combining more than one brow fixer made perfect sense for long-lasting results. Anybody new to brow shaping or needing to brush up on her brow technique, meanwhile, can head to Nordstrom to scoop up its exclusive ABH Brow Bae-Sics kit, containing a Brow Wiz pencil and Clear Brow Gel to finish the look.
Although minimalism is a big beauty buzzword this fall, there’s something to be said for treating oneself to a self-care extravagance that will make her feel a touch more salon glamorous in just a few strokes. And as adaptation is a word everybody’s using frequently these days, Anastasia has not only adapted her business, but also made the brow salon results effortless and portable for her fans. •