After hitting it big in skin care with Proactiv Solution and makeup with Sheer Cover, Guthy-Renker has entered into partnerships with two Los Angeles-based celebrity hairdressers, Chris McMillan and Chaz Dean.
Ben Van De Bunt, a principal at Guthy-Renker, described the moves as purely opportunistic. "[Hair care] hasn't been an area where other [direct-response firms] have done a lot, but it wasn't part of a grand plan to dominate here," he said. "It was more that Chaz showed success on QVC, and Chris has a ton of credibility."
Guthy-Renker's introductory forays into hair care could hardly contain more star wattage — Jamie-Lynn Sigler, Julianna Margulies, Neve Campbell, Jennifer Aniston, Mischa Barton and Lindsay Lohan are among McMillan and Dean's faithfuls.
Dean said he shot the spots for Guthy-Renker from April to June, and they could air as early as September. The infomercials are centered around Wen, a hair and body care line he first developed 14 years ago, and feature various celebrities, including co-host Melissa Gilbert, Jennie Garth and Ming Na.
Dean originally approached Guthy-Renker, based in Palm Desert, Calif., two years ago, about the same time that his relationship kicked off with QVC. He said the initial reaction was skeptical, but he added the firm was convinced by his performance on QVC and his products' resonance once he related their benefits to a television audience.
"It is a platform for me to be able to explain the damaging effects of shampoo and reeducate people on how to maintain their hair," Dean said of his TV time. "I have been blessed that [Wen] has been embraced by numerous people. Really, there aren't products out there that cross over from African-American hair to Caucasian hair, and Wen does that."
McMillan would not divulge the details of the products he is introducing in the Guthy-Renker spots, which he said will likely start running in March. He indicated celebrities would be in the ads, but did not release names.
"Healthy hair is basically what we are after. We are going to make women love their hair again," he said. "Guthy-Renker is letting me be in charge of everything. They are letting me have creative free reign.""It is one of those things where we hope it becomes a long-term sustainable brand," Van De Bunt said of McMillan. "We feel comfortable. If our systems are really good, we are pleased with people's trust in us."
Guthy-Renker generated $1.5 billion in sales last year, almost half attributed to Proactiv Solution. Guthy-Renker's other beauty brands generate $40 million to $150 million in revenues annually, with Sheer Cover being the largest revenue driver outside of Proactiv.
Saunders Teams With Boots
LONDON — Jonathan Saunders is putting his stamp on cosmetics.
The hip Scottish designer, who shows in London, has teamed with Boots the Chemists' 17 brand to create a limited edition color collection dubbed 17 by Jonathan Saunders. The line of four lipsticks and four eye shadows was inspired by the designer's fall-winter collection. The line, which features packaging decorated with graphic prints, will launch in Boots stores in the U.K. in September.
Eye shadows will sell for 2.99 pounds each, or $6 at current exchange, and lipsticks for 3.99 pounds, or $8. A limited edition palette will hit stores in November.
In the past, 17 has collaborated with designer labels such as Eley Kishimoto and Karen Walker.
Fragrance Shop Appoints Webb
LONDON — U.K. beauty chain The Fragrance Shop has appointed Tom Webb head of marketing and public relations. Webb previously held positions at Ernst & Young, Tetra Pak and Rothmans. The chain, which has about 100 doors in the U.K., will launch a transactional Web site in 2008 and sees future store openings.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia