In a move to enhance the Herbal Essences portfolio, Procter & Gamble Co. is introducing the brand’s first premium line, the Naked Collection, in January. While some may remember a similar attempt to upgrade P&G’s mass channel hair offerings in 2000 with the ill-fated Physique range, P&G executives say today’s retail climate is better suited for a successful higher-priced launch initiative.
“The Physique launch was a new brand entry into, at the time, a nascent masstige FDM [food drug and mass market] segment,” stated Walter Geiger, P&G’s vice president of Hair Care & Color for North America. “Over the past decade, the hair-care category has undergone a massive evolution with the establishment of new price tiers and entry of salon-to-mass brands.”
The new range, priced from $4.99 to $8.99, represents a 30 percent price elevation from the existing lineup, according to April Anslinger, associate marketing director for Herbal Essences and Aussie. At the core of the increase, Anslinger said, is an updated mint-infused scent and new tapioca pudding-based dry shampoo technology. “It’s a higher price point than the base business [shampoos currently go for $2.99] because we are investing in the fragrance experience,” said Anslinger. “For the dry shampoo, the natural tapioca pudding base [allows for] such a fine mist that it doesn’t leave a concentrated white circle on your head.” Added Geiger, “The technology and innovation support the pricing strategy.”
Comprised of three sublines — Volume, Moisture and Shine — the 11-piece collection includes shampoos and conditioners across each, as well as styling aids and additional “cleansing moments” like a cleansing conditioner. The scent, which P&G principal perfumer Stacy Hertenstein said is built on a “central mint note,” is meant to play off the brand’s classic sensorial approach. “Herbal Essences has always celebrated nature,” said Hertenstein. “This is really about creating this central story of mint in a way that’s complex, sophisticated and multifaceted, whether it’s in the bottle, during the lather or after the wash.”
For the collection, Hertenstein paired mint with citrus, herbs or white tea and pear, to impart different emotions. “It’s an analogous approach to how we design fine fragrances,” she said.
The Naked launch comes at a time when Herbal Essences is experiencing an upswing after years of stalled sales, growth that’s attributed to the reintroduction of the Classics Collection, launched in January.
According to Symphony IRI, while unit sales were down about 0.4 percent for the year ended Nov. 3, dollar sales across mass retailers were $381.1 million, an increase of 0.9 percent from the same time last year. The discrepancy between units sold and sales increases is attributed to the slightly higher price point of the Classics range ($3.99 for a shampoo).
Before the Classics relaunch, sales across the Herbal Essences brand, not including Wal-Mart, had been stalled for a few years, declining 5.4 percent for the year ending 2011 and 1.94 percent the year before. Although P&G would not break out numbers, industry sources estimate the Naked Collection could help P&G build on Herbal’s current momentum and generate upwards of $20 million in its first year at retail.
“We believe Naked will bolster the business around the world,” said Anslinger, adding while the range will begin as a North America launch, plans call for it to roll out to additional countries in the next year.
P&G will introduce the collection’s national television commercial Saturday during the “Victoria’s Secret Fashion Show” on CBS and print ads will roll out soon thereafter. In addition, Herbal Essences will serve as the official sponsor of the Grammy Awards for the second year in a row, with a focus on the Naked Collection. Social media conversations will be encouraged by the brand during both televised broadcasts. On Tuesday, the range will be available via presale on Amazon.com, walmart.com, Drugstore.com, target.com and Diapers.com.
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)