For the first time in more than two decades, Biolage, Matrix’s professional hair brand, is revamping its image.
According to Paul Schiraldi, general manager, Matrix USA, this is Biolage’s first major alteration since its launch in 1990.
“The brand has been doing well, but we felt after so long it needed a refresher, so we changed certain things but left others alone,” he said, adding that Biolage is the number-one professional American hair brand in the U.S.
The bottles, which have a new patent-pending shape and are now color-coded by product benefit, were designed to clarify the shopping process for consumers. Packaging also now features corresponding botanical-inspired graphics to match each line, i.e. ColorLast features the “fade-defying” orchid, while HydraSource has a “moisture-locking” aloe graphic.
“We learned from research that people needed a little more guidance in terms of understanding differences [among] ranges,” said Schiraldi. “As far as technology and formula, we left the majority of it the same and only restaged volume and color [lines] because there we now had better technology [than when they launched].”
Biolage’s restaged range, which begins to roll out to salons next week, now includes 19 shampoos, conditioners and treatments. Priced between $16 and $19, the collection features five sublines: ColorLast, HydraSource, VolumeBloom, SmoothProof and CleanReset.
The classic Biolage botanical scent was left as is. Schiraldi said that the scent is so nostalgic for customers the brand will launch a scented candle as a gift-with-purchase in April.
With about 360,000 active accounts, Schiraldi’s goal is to add an additional 35,000 Biolage accounts in the U.S. over the next year, 20,000 of which he hopes will be from new salons.
“It’s all just about keeping the brand relevant and current, making sure the core is still excited; but appealing to a younger consumer that maybe we don’t have,” said Schiraldi. “We tend to index a bit more 35 plus, which is a great demographic, but want to make sure we are bringing in younger consumers in as well.”
Although the brand declined to comment on numbers, industry sources believe the updated Biolage range could generate $375 million in its first year at retail in U.S.
To promote the reinvention, Matrix will introduce an online diagnostic tool to help consumers analyze the condition of their hair as well as expand its educational portal for professionals, with the goal of increasing consumer online media via bloggers, sampling and couponing.
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion
“I’m Russian and I love to use all these little tricks that I got from my grandma or my mom. We didn’t have a lot of money for creams or anything like that so we would use a garden as a beauty treatment regime. We’d put cucumber in the fridge and do a cucumber mask,” says model @irinashayk on one of her beauty hacks. WWD asked celebs what their go-to self-care rituals are. See what Naomie Harris, Freida Pinto and more said on WWD.com. #wwdeye #wwdbeauty (📷: @zefashioninsider)
Exclusive: @viktorandrolf are teaming up with @Zalando on a collection made from leftover clothing. The lineup, which lands at the retailer February 1, includes 17 pieces adorned with sliced up and repurposed overstock from the retailer’s private label collection. Pictured here is a look from the collection –– see more on WWD.com. #wwdfashion #wwdnews
@duewestnyc is the newest bar joining the collection of intimate neighborhood-focused spaces in the West Village. The cocktail menu, which includes bitters and syrups made in-house, offers a “Build Your Own Old-Fashioned” – like the one pictured here – where guests can choose from a list of spirits and unexpected sugars and bitters. #wwdeye
Spotted at last night’s National Board of Review gala in NYC: Angelina Jolie. Jolie – along with Meryl Streep, @lupitanyongo and more – continued the all-black dress code from Sunday’s Golden Globes. #wwdeye (📷: @lexieblacklock)