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.”
“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
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast