In a bid to further increase its men’s business, Aveda is aiming at a category guys use each day: shaving products.The brand, which launched a comprehensive men’s hair care line in 2007 under the Pure-Formance moniker, will begin selling Aveda Men Pure-Formance Shave Cream and Dual-Action Aftershave in September. “We’re targeting a male guest who is looking for high-performance products which are environmentally friendly,” said Becky Murphy, global senior marketing manager of styling and men’s for Aveda, noting men comprise approximately 30 percent of spa goers. “He’s not a granola guy, but strives to make a difference.” The shaving business, observed Murphy, generally falls into two broad categories: functionality, which would include mass market shaving creams,and experience, encompassing higher-end department store shaving creams that offer a more luxurious experience through scents and higher-end ingredients. Aveda seeks to bridge that gap, said Murphy, by offering products that offer skin care benefits as well as functionality.Murphy explained men have a weaker skin barrier function, a 25 percent higher collagen density, a higher rate of moisture evaporation and higher sebum production than women. The products were formulated to address these differences, she said. A proprietary phytoactive blend — which includes seaweed extract, licorice root, sage extract, plai oil and tamanu oil — is said to soothe and relieve skin irritation, as well as protect the skin’s barrier. The mix is also in the men’s hair care line. Certified organic essential oils of spearmint, lemon, vetiver and lavender add a subtle scent.Murphy noted the great majority of the brand’s ad spend this year will be done in the digital arena, as well as on “eventing,” a more grassroots approach that allows consumers to test the products. “Our brand is very experiential, and the one-on-one interaction will be a great selling tool,” she said. A male-specific facial also has been developed to accompany the products, said Murphy. The brand plans to distribute upward of 600,000 samples, including those intended to persuade women to buy the products for the men in their lives.The line will be sold in Aveda’s full global distribution, comprising about 7,000 salons, spas and freestanding retail stores. In the U.S., Aveda is in about 4,700 salons, spas and stores, including the brand’s 135 freestanding Aveda retail stores.While Murphy declined to discuss sales projections, industry sources estimated the two products would do about $7 million at retail in their first year on counter, with about 80 percent of that business likely to be done in the U.S.
Exclusive: @dsquared2 signs fragrance licensing agreement with Euroitalia, with the first effort of the new partnership being unveiled in September. The brand will launch two scents – one for men and one for women – in Italy. Read our interview with designer Dean and Dan Caten on WWD.com. #wwdbeauty #wwdnews (📷: @zefashioninsider)
@louisvuitton has officially renewed Nicolas Ghesquière’s contract as artistic director of women's collections. "I am very pleased to open the next chapter of the story I started with Louis Vuitton almost 5 years ago," said Ghesquière, who first signed on to design the French luxury brand's women's line in 2013. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @giovanni_giannoni_photo)
“I learned then and there that I had to figure out a way in life to maintain and preserve my sense of pride when I felt good about what I did or what I represented or created,” said @saintrecords on how being bullied for wearing capri pants inspired her to be the artist she is today. Knowles was at the 70th Parsons Benefit last night where she outbid the room for a Dapper Dan customized @gucci experience. #wwdeye (📷: @lexieblacklock)
“There’s this amazing braintrust of people who know the whole universe so well. So we talked to them and they gave us more input,” said actor Alden Ehrenreich on playing the young Han Solo in “Solo: A Star Wars Story.” The cast was at NYC’s SVA Theatre last night for an advanced screening of the film, which hits theaters this week. #wwdeye #starwars #hansolo (📷: @aurorarosedecrosta)
@asaprocky spent nearly two hours in a Plexiglas box Sunday night at @sothebys putting himself through a series of “tests” to demonstrate the process of completing his new album called “Testing.” Get all the details and see all the pictures on WWD.com. #wwdeye
“I’ve struggled my whole life to find a bathing suit that fits me that doesn’t look like a maternity bra. I’m proud of the line because it’s an accurate representation of me rather than me putting on someone else’s clothes,” says @atlantabean of her swimwear collaboration with @piaarrobio, LPA X ATL. The two decided on a swimwear collab and increased the industry standard size for the pieces. Read more about the line — and our interview with de Cadenet Taylor and Arrobio — on WWD.com #wwdfashion (📷: Dan Doperalski)
Exclusive: Cate Blanchett has been named the first global beauty ambassador for @armanibeauty. Blanchett has been the face of the brand’s Sì fragrance franchise since 2013, and is now representing all of the label’s beauty categories including makeup and skin care. #wwdbeauty (📷: @zefashioninsider)