Women who color their hair and prefer an ammonia-free experience will have an at-home option in January with Garnier Olia.
Featuring similar technology to Inoa, L’Oréal Professionnel’s ammonia-free professional product, Olia is designed to provide “maximum color performance” while remaining extremely gentle, according to Emilie Poisson, assistant vice president of marketing for Garnier Haircolor. “Olia elevates the hair color experience and, because there is no ammonia, it helps restore hair quality.”
Introduced in September to Europe, Olia comes in 24 shades, including two blacks, 10 browns, five reds and seven blondes. Although the brand declined to provide numbers, industry sources estimate the range, which will be available in 30,000 mass, drug and food store doors in early 2013, could generate more than $70 million in its first year at retail.
According to Poisson, L’Oréal had been working on an at-home version of Inoa since its 2009 launch, but the Olia formula had to be perfected for the mass channel. “It had to be velvety enough to not drip but also go through the bottle applicator. It’s very thick and creamy and almost like a skin-care product,” said Poisson, adding that the formula stars a oil-based technology containing natural oils from sunflower, passion flower, camellia and meadow foam to “maximize” the coloring process.
When it came to shades, Poisson said the brand wanted to offer a wide range of colors so that salon consumers felt they had the options they would in the professional sector. “We really needed a beautiful shade palette because in the salon a stylist can mix anything to get what they want,” she said. “We made sure our palette ranged from natural to more vibrant shades in order to appeal to more of the marketplace.”
There are 21 patents pending on the $9.99 formula, which utilizes an ammonia-substitute called monoethanolamine, or MEA, to impart permanent color. “MEA mimics what ammonia can do without the big chemical changes that can damage hair,” said Patricia Slattery, assistant vice president of education and technical training for L’Oréal USA. “MEA is gentler than ammonia [as] it only slightly opens the cuticle to make way for color. It also allows hair color to lift, giving the same benefit of permanent hair color, but there is a much more minimal disruption to the hair shaft, creating better, shiner smoother hair and hair color.”
Additionally because Olia is oil-based rather than water-based, hair fibers are coated with color more effectively, with minimal disruption to the hair shaft. “You will get all the vividness and permanency but, because there is no damaging ammonia, it helps restore the hair quality,” said Poisson, adding, “Oil boosts the effectiveness of MEA.”
Olia’s formula was given a floral fragrance, with fresh, sweet, woody and citrus notes, for a “sensorial” coloring experience.
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
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)