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.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“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