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.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye