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.
@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)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews