LONDON — British actress Alice Eve will appear in the launch campaign for the newly revamped and upgraded Charles Worthington Salon at Home hair-care collection, WWD has learned. The actress, who has a leading role in the upcoming film “Star Trek Into Darkness,” was shot by the London-based fashion photographer Liz Collins, and the mood is old Hollywood, red-carpet glamour. The campaign will break in the U.K. in June, and will later be rolled out internationally.
Worthington and Eve will launch the new collection today at a tea at London’s Savoy Hotel, where Worthington is operating a VIP Style Suite as the official hair stylist to the British Academy Film Awards — Britain’s answer to the Oscars.
Michelle Feeney, chief executive officer of the beauty division of PZ Cussons, the British company that owns the Charles Worthington brand, said that she wanted to break away from the long, bouncy, fussed-over manes that are common in hair-care ads, and showcase a polished — but more natural looking — glamour. “We think it’s a bit more on trend, and we wanted Alice because she lives between London and L.A., she’s in her 30s — and she’s an intelligent woman,” said Feeney of the Oxford University graduate. Feeney added the Charles Worthington team chose not to airbrush Alice’s unusual eyes — the left is blue, while the right is green — in order to show that the collection is all about individual, attainable glamour rather than computer-generated perfection.
The new Salon at Home collection features 53 products and will be sold exclusively at 1,200 Boots stores starting in May. The core shampoo and conditioning range will have a retail price of about 6 pounds, or $9.40 at current exchange, and prices are 5 to 15 percent higher than before, reflecting higher-quality formulations and latest technologies. Feeney is taking the brand upmarket as part of an overarching strategy to offer “premium products at affordable prices. That is the future,” she said, adding that the brand has been listening closely to customer feedback online and in-store, and fine-tuning its products accordingly.
The Salon at Home range originally launched in 1995, and this latest iteration contains a mix of longtime hero products such as the Miracle Repair Elixir Oil, which protects hair from styling damage, and new formulations such as Longer and Stronger Hair Masque, which reduces hair breakage; Split Ends Binder, and the Volume & Bounce range, which contains collagen and helps hair to appear thicker. All of the products are color-coded according to hair type.
Worthington, who operates three salons in London, calls the collection “a lovely wardrobe of hair care with a huge breadth of product,” that allows a woman to change her style completely from one day to the next. He said the stylists in his salons will be using the products on customers, and for the BAFTAs. The line is set to generate first-year retail revenues of more than 10 million, or $15.7 million, and that figure is set to double by year two.
Breaking: @cushnieetochs’ co-founders @carlycushnie and @ochsmichelle are parting ways. After a 10-year run, Ochs is leaving the brand. Get the full story on WWD.com – link in bio. #wwdnews #wwdfashion
@maybelline’s Kanako Takase had snow bunnies in mind when creating the beauty look for @philipppleininternational. Playing off of the bedazzled snowboards in the collection, Takase mixed two highlighters together for a luminous sheen. #wwdbeauty #nyfw (📷: @jilliansollazzo)
“There’s a huge gap between the old way of doing things and today. It takes the youth to help evolve that. You have to count on the kids today to help lead you into the future. A lot of these retailers are stuck in the past. Communication is the biggest thing,” said @ronniefieg of @kith on the youth’s role in retail. On Monday night, Jeff Staple moderated a keynote session with Fieg and @syresmith at Assembly - a series of workshops, talks and keynotes addressing topics or issues in the apparel industry. Head to WWD.com to read more advice from Fieg and what Smith thinks of his dad @willsmith’s Instagram account and sustainability (📷: @weston.wells)
@joansmalls closed the @michaelkors fall 2018 show in black sequined pants and a varsity T printed with 19 on the front and 81 on the back. 1981 – the year Kors went into business. #wwdfashion #nfyw (📷: @giovanni_giannoni_photo)
“You think your life is going to be a certain way, and nothing you thought would happen ends up happening. Never in my wildest dreams did I think I’d be designing clothes and working with Mickey Drexler, and building something I’m deeply proud of,” said Jenna Lyons. Nine months after leaving @jcrew, Lyons is exploring the meaning of happiness. Read the interview, where Lyons talks about reinvention and more on WWD.com – link in bio. #wwdfashion (📷: Farrell) #jennalyons #jcrew