Like its cosmetics counterparts designed for facial application, Alterna Haircare’s new Caviar CC Cream Leave-in Hair Perfector, launching in May, is meant to provide a multitude of benefits with a simple application. “Very often we are looking at skin care and skin-care technology to see if we can pull anything interesting for future launches,” said Joan Malloy, president of Alterna Haircare, adding that the company launched a beauty balm specifically for blondes about a year and a half ago, helping steward the alphabet trend into the hair category. “A lot of companies struggled with the BB cream trend because the consumer didn’t understand it. It took a while. Now that they do understand, we decided to go after the trend of CC’s,” said Malloy. Similar to CC creams for face, Alterna’s most recent launch is multifunctional, with a focus on “perfecting” the hair and offering additional benefits. “It’s both a treatment and a styler and works on dryness and uneven texture for all skin types.” The cream, $25, which contains caviar extract, vitamin C and a blend of marine botanicals, will be exclusive to Sephora and could generate over $1 million in its first year at retail, according to industry insiders.
To advertise the item, in June the brand will roll out national ads featuring a voluminously coiffed Katie Holmes — who the brand signed on as ambassador and co-owner in February — with the tag line, “Transformation in Just One Step.” Holmes’ hair was done by Max Pinnell and makeup by Gucci Westman for the advertisement, which was shot by Tom Munro. “Before partnering with Alterna, I always thought I needed many products to make my hair look good,” said Holmes via e-mail. “When I tried the CC Cream I was impressed that this one cream could be utilized in so many ways. I’ve used it as an overnight deep treatment, a blowout cream, and it keeps my ends looking healthy and frizz-free throughout the day.” Of the product’s marketing campaign, Malloy said, “Our message is one step, 10 benefits.” Among them, according to Malloy, are added moisture, shine, smoothness, softness, UV protection, manageability, hair strengthening and a light hold.
Regarding the growing trend of skin-care-inspired hair-care launches, Malloy said, “The idea of ‘the science of skin care’ is the stake in the ground that this brand was built on. This is nothing new for us. We plan to continue to look for inspiration not only from skin care but from other places.” Molloy added that air-powered computer keyboard cleaners inspired the brand’s Bamboo Volume Uplifting Root Blast, which launched in 2011. “For us inspiration can come from so many things, both beauty and nonbeauty categories,” she said.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“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