As evidenced by a slew of recent product launches, particularly in the mass market, one thing remains clear: Hair care companies — from mass to professional — will continue pushing the notion of antiaging from the crown down in the New Year.
“We live in a time that [consumers] have to start treating hair just the way they treat skin,” said Brian Hendricks, director of education for DS Laboratories Inc., a professional hair care brand under DS Healthcare Group Inc. “The hair follicle, like everything else in the body, begins to slow down with age. The earlier they start taking care of it, the better [the result] is going to be.”
Skin care-inspired hair care is an expanding category, to be sure, lead by mass brands like Pantene, L’Oréal Paris, Nexxus and, most recently, CVS’ exclusive range Nuance Salma Hayek, which will add the thinness-combating Flax Seed Age Therapy Shampoo and Conditioner in March. In April, L’Oréal-owned professional hair brand, Kérastase will bring to the U.S., Initialiste, a skin care-inspired serum for the scalp meant to maintain hair’s integrity with a concentrated cocktail of ingredients like ceramides and green tea.
“With this launch, we’re taking a new approach on the way people care for their hair by replicating a skin care routine with a targeted pipette application directly to the scalp,” said Julien Bouzitat, vice president of marketing for Kérastase and Shu Uemura Art of Hair. “Ultimately scalp is skin, and we want to educate people to treat it in kind.”
For its part, DS Laboratories, which offers treatments products for everything from dandruff to hair loss, will begin to roll out three new products to the salon sector designed to promote hair growth.
Launching to about 8,000 salon doors in the U.S., Canada, and Europe, the offering includes Revita.LT, a hair-growth stimulating shampoo specifically formulated to protect lighter hair colors, Spectral.DNC-S and Spectral.DNC-N, a treatment previously available only in international markets that deposits Nanoxidil 5% as a replacement for minoxidil, which is found in many existing hair-growing technologies. The ingredient is said to work as an ion channel opener without side effects.
“A lot of the ingredients that stimulate hair growth are actually good for your skin,” said Khesin, chief executive officer of DS Healthcare, adding that DS Laboratories is the main driver of the parent company’s robust growth, accounting for 80 percent of total revenue, which gained 77 percent between 2010 and 2011. Although the brand would not talk numbers on its three newest offerings — which range from $31 for a shampoo to $55 for a treatment — industry sources estimate they could generate between $18 million and $20 million in their first year at retail.
According to Khesin, the company’s hero offerings include its Revita Shampoo and Conditioner line, said to promote healthy growth with skin-care-like ingredients, and its Spectral treatments, which aim to grow hair with a unique “nanosome encapsulation” to ensure the key compounds continue treating the follicle for 12 hours. Khesin said that about 70 percent of the company’s sales are attributed to these two product ranges.
To market its newest offerings, DS Laboratories relies primarily on salon education and offers consumers a 100 percent satisfaction guarantee program on products purchased through salons. A print ad campaign is also planned for the last quarter of 2013 or first quarter of 2014 in both trade and consumer publications.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews