After L’Oréal Paris’ sales contributed an estimated 75 percent of the overall growth in the hair-care market last year, largely stemming from its amply-marketed Advanced Haircare launch, the brand is delving deeper with a new styling line.
Similar to its predecessor, Advanced Hairstyle, rolling out on Wednesday, is a performance-oriented collection designed to shift the paradigm, this time of the styling category.
“We want to encourage women to think of styling products as less of a commodity,” said L’Oréal Paris president Karen Fondu. “When it comes to styling, we know the three things women are looking for are: products that hold their style well, help them achieve a certain look and provide long-lasting results.”
To deliver those results L’Oréal included a new proprietary technology — comprised of micronized styling polymers — said to help a consumer’s desired hairstyle stay in place longer.
With 14 stockkeeping units, the line is centered on five modules — Lock It, Boost It, Sleek It, Curve it and TXT It — each said to deliver a different result. The collection features products like Elastic Curl Mousse, Iron Straight Heatspray, Tousle Waves Spray and three different hair sprays for varying degrees of hold.
Also like Advanced Haircare, Advanced Hairstyle is packaged in similar black-based bottles and has formulas that feature with Arginine-K Complex, a blend of amino acids and proteins also found in Advanced Haircare.
“When Advanced Haircare launched in January 2013, our vision was to disrupt the hair-care category by transforming how women care for their hair,” said Fondu, adding that the brand’s Advanced Haircare offering was a push toward a three-step regimen, with treatments as a key to the classic cleanse and care ritual. “Our ambition is to grow the styling market. It is currently fragmented and experiencing stagnant growth.”
Since the launch of Advanced Haircare, L’Oréal Paris’ treatment sales have gone to represent 22 percent of sales versus 10 percent in the category. In 2014, the franchise will be expanded with the launch of two new modules designed to tackle lack of volume and extreme damage.
Although the company would not reveal sales information, industry sources estimate the new styling line would have a similar impact as the Advanced Haircare range, which is estimated to have generated $100 million in sales in its first year at retail. Because the styling category is approximately one-third the size of the shampoo/conditioner and treatment market, industry sources expect Advanced Hairstyle to produce sales of between $30 million and $35 million in its first year at retail.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)