LOS ANGELES — Hair care company Kenra is embracing its Platinum side.
The 50-year-old Indianapolis-based company, which rings up annual sales of approximately $45 million, is expanding its signature Kenra Platinum line, one that is widely regarded as the premier collection in the Kenra stable. Kenra was purchased last year by Toronto-based Imperial Capital for an undisclosed amount.
“In what is a currently flat industry, sales of our Platinum products have increased at a rate of 100 percent every year for the past four years,” said Patrick Ludwig, president of Kenra Ltd. “The collection makes up 30 percent of the total sales of the company.”
Platinum was originally launched four years ago, with a core collection of five products specifically designed to maintain the lustre and shine of color-treated hair. There are now 18 stockkeeping units in the collection, pitched to those who color their hair or not. This includes two that launched last month. But Ludwig said the new additions were just the start of an ongoing effort to capitalize on the success of Platinum.
“We expect to launch another eight to 10 new Platinum products over the next 24 months,” he said. “We’re aiming for the first two to come out by the last quarter of this year, or early 2009 at the latest.”
The just-launched Platinum Working Spray and Platinum Finishing Spray are considered a big step forward for the company, based on its success with the Kenra Classic Volume Spray 25, consistently voted a favorite among stylists.
“There was a high level of expectation in the market for the sprays, and this is really our best foot forward,” said Ludwig.
“Since the launch, we’ve had very positive feedback,” said Ludwig, adding that the additions help to round out the Platinum line of sulfate-free shampoos and conditioners, as well as styling aids.
Ingredients include silicones, high-grade copolymers and propellants, combined to guard against humidity and to easily wash out. The Finishing Spray offers more hold while the Working Spray is for those who want a brushable effect. They are scented with Sparkling Apple and Passionfruit Guava fragrances and retail for $19.Upcoming additions to the line will include products for conditioning, styling and smoothing.
“We really want Kenra Platinum to be a stand-alone line,” said Ludwig. “We’re aiming for around 30 products in total, across all categories.”
Ludwig said that his objective is to keep the line’s high-end image by restricting distribution through salons only; it is currently in about 3,000 salons nationwide, where it sells for between $18 and $25.
“It’s not mass, it’s not everywhere, and it’s not diverted,” he said. The packaging is also important; the sleek cylindrical silver containers were inspired by sophisticated skin care brands, as well as the etched glass bottles in which upscale vodka is sold.
In August, Ludwig opens distribution in Canada, where it will be in around 1,500 to 2,000 salons.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty