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.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast