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.”
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@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)