Bumble and bumble is aiming to give curly hair a new look and feel this fall with the relaunch of its Curl Conscious line.
The company, it seems, found that consumers want to have a more customizable regimen, in addition to a larger variety of styling items to choose from when addressing curls.
"It was time to refresh our curl line and make it more relevant today," said Peter Lichtenthal, president of Bumble and bumble.
In addition to repackaging and reformulating the existing curl lineup, Bumble and bumble also edited it to make it easier to use. Instead of having multiple shampoos, for example, the company created a single shampoo and conditioner designed to work with all curl types.
Launching in September in Bumble and bumble salons in addition to some 2,800 Bumble and bumble network salons, the seven-item collection will be available in two sizes: a full size and travel size. The 1.7-oz. Smoothing Shampoo will cost $8, while the Holding Foam will retail for $26. New products in the lineup include a Nourishing Masque, Holding Foam and Reactivating Mist. The new formula contains patent-pending Transglutaminase technology, in addition to a Moisture Complex, adding softness and shine to the hair with ingredients such as glycerin, panthenol and squalene.
Although executives wouldn't comment, industry sources estimate that the Curl Conscious lineup will bring in about $12 million in first-year retail sales.
According to Sylvie Kilduff, Bumble and bumble's senior vice president of marketing, the company will launch a "curl-centric" campaign by creating an interactive curl community online on curlconscious.com, where consumers can interact with one another. A curl class also will be created for network stylists, showing them new techniques in cutting hair and applying the products.
Although the company doesn't do print or TV advertising, a campaign featuring real-life people who represent different hair-curl types was shot for promotional use for salon merchandising and for the online segment, said Howard McLaren, vice president and senior artistic director of Bumble and bumble.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@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)