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.”
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)