PARIS — The traditional shampoo-conditioner, one-two punch in hair salons is becoming a thing of the past for Carita Paris.
The Shiseido-owned brand earlier this year started introducing, in 50 France- and Japan-based salons, the 40-unit hair-care brand Haute Beauté Professionnelle and its associated four-step ritual.
Carita parlayed its skin-care expertise into the world of hair care, according to the label.
The new line includes 16 products for stylists to use at the sink, three technical items and 21 retail products.
In salons, the first two steps for the client focus on their hair’s roots and include “preparation,” entailing deep cleansing, which is followed by an “activate” step using serums. Phases three and four, “reveal” and “sublimate,” are meant to fortify, protect, embellish and shape hair fibers.
“We [have moved] to a protocol much more complete,” said Carita Paris’ hairstylist director Tom Marcireau.
“It’s a program created by professionals for professionals,” added Carole Agathopoulos, marketing manager at the brand.
Retail prices in France for the products range from 23 euros, or $30.55 at current exchange, for a 250-ml. shampoo to 60 euros, or $79.65, for a 50-ml. serum. A set of 10 7.5-ml bottles of intensive hair treatment to combat hair loss goes for 80 euros, or $106.20.
Carita executives would not discuss sales projections, but industry sources estimate Haute Beauté Professionnelle will ring up 1 million euros, or $1.3 million, in first-year retail revenues.
The line will be rolled out further starting in 2014. It is to enter about 1 percent of high-end salons in France, or approximately 600 locations, within three years, for instance, according to Marcireau.
In another twist, Carita’s Cinetic Lift Expert tool, which the company had formerly only used on skin, is now available for hair, employing ultrasound and/or LED lights in one of the brand’s most in-depth treatments, Les Soins d’Exception.
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)