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.
La Double J made a name for itself with its vintage-inspired prints, but for resort, designer JJ Martin has ventured into new territory: enter rich jewel toned solids and decadent embellishment, in the form of appliqués, crystals and sequins. #wwdfashion #resort19 #ladoublej
This Just In: J. Crew Group has named Johanna Uurasjarvi as its chief design officer.
Uurasjarvi succeeds Somsack Sikhounmuong, who left the company last September. Tap the link in bio for the full report. #wwdnews
“She came into my hotel room and she was like, ‘I have Chanel and Christian Dior.’ She was like, ‘Chanel likes you.’ And I was like, ‘I’m going to start crying,’” breakout star Maddie Hasson tells WWD of her styling sessions Molly Dickson. “I really like classic, elegant things. I love the way Anna Wintour dresses.” Read more about Hasson’s role in @impulseseries on wwd.com. (📸: @jgreenery ) #wwdeye
@virgilabloh revealed he's working with Australian stylist and
Vogue Australia fashion director @christinecentenera for his debut @louisvuitton men's collection, which will be presented in Paris on June 21. Centenera met Abloh while both working with Kanye West, where she consulted on his all his runway collections since his debut spring 2012 women's wear show. Read the full story on WWD.com. #wwdfashion #wwdnews (📷: @asussmanphoto)
"In order for Shudu to wear garments, she needs to be able to put them on, just like you would in the real world. You have to digitize the outfits," said Cameron-James Wilson on dressing 3-D model @shudu.gram for her WWD photoshoot with @itsclo3d. #wwdfashion (📸: @cjw.photo)
“Shudu is a digital supermodel, a very glamour and amazing woman. But she’s 3-D,” says Cameron-James Wilson, a fashion photographer and the creature of @shudu.gram. Here, Shudu wears @cushnieetochs for her debut fashion editorial. #wwdfashion (📷: @cjw.photo)
“It is the fierce female performances that came before me that made be able to clearly identify for myself what it was that I wanted to do, what kind of artist I wanted to be, what kind of films I wanted to make,” said @brielarson at the Women in Film Crystal + Lucy Awards. See more pictures from the event on WWD.com. #wwdeye (📷: Matt Baron)