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.
For its next men’s wear collection, @roberto_cavalli will show as a special guest at #PittiUomo, running from June 12-15. The brand, which has Florence in its roots, will relaunch its men’s wear collection, which will be presented separately from women’s wear for the first time since Paul Surridge was appointed creative director in May. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.