Come mid-March, Bumble and bumble will cater to those hair consumers looking for a lift by adding to its best-selling Thickening franchise.
“This is an opportunity to build on our number-one franchise and enable consumers, stylists and retail partners to have more options for voluminous styles,” said Peter Lichtenthal, president of Bumble and bumble.
The new Thickening items, all designed for creating voluminous full-bodied hairstyles, will be introduced in a two-phase launch. First rolling out in March will be the Thickening Full Form Mousse, $29, and Thickening Creme Contour, $27 followed by a unique dry aerosol styler, Thickening Dryspun Finish, $29, to be introduced in July. Industry sources estimate all three products could generate more than $20 million in the first year at retail. They will be sold globally in about 3,300 retail and salon doors.
“When we talk to our consumers and look at quantitative research, we know that a lack of volume is one of the top three hair-care concerns among prestige shoppers in the U.S.,” said Bernard Zion, vice president of global marketing for Bumble and bumble. “The new launches are [fullness-imparting] shape-makers designed to give you different types of voluminous silhouettes.”
For the launch, Bumble partnered with the brand’s editorial stylist, Jimmy Paul, who favors “big, ultrafeminine styles,” to offer feedback from testing the products at editorial shoots and backstage at New York Fashion Week for the past few seasons. Paul also created the three looks featured in advertising material for the line. “My fantasy was to give the illusion of more hair — that is what I asked Bumble and bumble for,” said Paul. “I love the idea of more done, more styled hair.”
The product formulations, according to Fadi Mourad, executive director of product development, were meant to be first-of-their-kind takes on classic styling staples. “The mousse had to be concentrated and extremely dense but with no cakey feel,” he said, adding that the Creme Contour was designed to impart “definition and a ‘lived-in’ feel without deflating the hair.” The Dryspun Finish, which Mourad said is a new styling category altogether, is a “translucent dry texturizing spray that adds immediate volume” to the hair.
“Bottom line is, it’s a win creatively and commercially,” said Lichtenthal, adding that once all the new products hit shelves, the lineup — which currently includes shampoo, conditioner, serum and a hair spray — will offer styling options that range from “basic and simple to creative and professional.”
@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)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia