With their sights laser-focused on further penetrating the mass market hair care category, Beautology Brands — the makers of Charles Worthington London — has launched a new problem-solution hair brand designed from a chemist's perspective.
Beautology president and chief executive officer Stuart Straus tapped former colleague and scientist Joe Cincotta to create a range the two thought would best meet consumers' needs. The result is Chemistry Salon Labs, which entered Walgreens stores in February as one of the chain's two exclusive hair care brands for 2008. The other exclusive line it took on is by celebrity hairstylist Sally Hershberger.
Straus and Cincotta both once worked for Kao brands; Straus was formerly general manager of international and vice president of sales and Cincotta was director of research and development.
For Chemistry, Cincotta created Pro-KeraGen Complex, a proprietary technology that aims to simultaneously infuse and protect hair with a variety of ingredients, including keratin, panthenol and UV absorbers.
Products are packaged in white and red containers — with two items even resembling lab flasks and one looking like a test tube.
"The element of the brand is apparent as soon as [consumers] see it," said Straus.
Chemistry includes Cleanse, a daily shampoo; Condition, a daily moisturizing conditioner with vitamins A, C, E and pro-vitamin B-5; Repair, a heat-activated hair and scalp mask; Hydrate, a leave-in conditioner; Prep Hair, a hair primer to be used prior to blow-drying; Thick, a gel to help boost thinning hair; Volume, a root lifter, and Tame, a shine serum. Products are sulfate- and paraben-free.
Items packaged in white bottles sell for $7.99; red items sell for $9.99. First-year sales of Chemistry in Walgreens' 6,200 stores, according to industry sources, could reach $4 million.
In addition to Chemistry, Beautology is working on other efforts to grow its estimated $10 million in overall sales. Last month, the Big Hair and Big Waves ranges entered several hundred Wal-Mart stores, based on the success Big Hair has realized in 16,000 retailers nationwide.
And last year Beautology received a cash infusion from Lake Street Capital Group, a Cincinnati-based investment firm. Funds from the deal will go toward a $4 million TV ad campaign beginning May 5 on Bravo and E network, promoting the Worthington London brand.The company is also investigating a proprietary deal with at least one retailer, which Straus would not name, as well as licensing opportunities with celebrities for a new hair brand. Beautology has doubled Worthington's sales since Straus' company purchased it from PZ Cussons in 2006. Sales are expected to grew from $7 million then to an estimated $15 million by the end of 2008, Straus said.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@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)