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.
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)
@denimdaysfestival, which initially launched in Amsterdam in 2014 and has since expanded to New York, is heading to Nashville for the very first time. The two-day festival, which will take place in November, will feature brand activations, hands-on workshops by artisans and denim mills, a vintage market, live entertainment, and local food and drinks. Get all the details on WWD.com. #wwdnews #wwdfashion
Later this month, the popular “Diana: Her Fashion Story” exhibit will be reopening. @historicroyalpalaces, the charity that manages @kensingtonroyal, has been working towards adding new, never-before-seen garments to the exhibit, including this dress created by Gianni Versace for a fund-raising dinner at the Museum of Natural History in Chicago. The exhibit will reopen on April 26 at Kensington Palace @wwdfashion
“Our family has always been engaged and interested in the world around us. [My brothers and I] were always encouraged to have our own opinion at a young age, which is not always something a child is asked — especially to have an opinion with reasoning behind it,” said @yarashahidi on becoming an activist. We caught up with the 18 year old last week, where she talked about her road to acting, how “Black-ish” led her to start conversations about identity and more. Head to WWD.com to read what she had to say #wwdeye (📷: @chelsealaurenla)