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Charles Worthington Revamps Image

Alice Eve will appear in the launch campaign for the brand's newly upgraded Salon at Home hair-care collection.

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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.

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