Rosie Huntington-Whiteley takes inspiration from a myriad of women — Chimamanda Ngozi Adichie, Eve Ensler, Rihanna, Stevie Nicks, her sister, her “mum,” and her yoga teacher, among many others.
Lucky for Huntington-Whiteley, her latest project as the first celebrity face of Moroccanoil is all about celebrating strength in women. The argan-oil-infused hair and body brand will also launch its debut multimedia advertising campaign with Huntington-Whiteley on Sept. 17.
“A lot of the women I surround myself with tend to be older than me,” said Huntington-Whiteley. “I always love to be around women I can learn something from.”
While the women she is surrounding herself with may not be older, they are, in fact, motivating. In the video content series — which is directed by Bryce Dallas Howard — Huntington-Whiteley and five other influential women (from an array of backgrounds ranging from education to textiles) explain how they carved their own distinct paths. The digital series, featuring six short videos, will live online on a microsite and will be leveraged across other online outlets such as Refinery 29 and New York Magazine/The Cut. All assets — including behind-the-scenes videos, photos and interviews with Huntington-Whiteley regarding her beauty inspiration — will be available across Moroccanoil’s social media platforms using the hashtag #Inspiredbywomen.
“The campaign is an expression of three things: our view of women, our view of beauty and our view of what’s our purpose in life,” said David Krzypow, vice president of marketing at Moroccanoil.
The print campaign will break globally in October issues of fashion, beauty and lifestyle magazines, including Elle, InStyle and Harper’s Bazaar. “Inspiration is a priceless commodity,” said Dallas Howard. “My hope is that, by learning about the stories of these remarkable women, others will feel inspired and moved to action.”
But the news doesn’t end there for Moroccanoil; the brand launched a range of hair products called the Smooth Collection in mid-August.
“As with all of our products, the Smooth Collection was inspired by women,” said Carmen Tal, Moroccanoil’s cofounder. “The body is a very similar journey. The idea is to create products that are result-driven and are easy to use.”
The Smooth Collection is made up of four stockkeeping units ranging from $28 for a shampoo to $43 for a mask and will be sold in Moroccanoil network salons. The line is said to help with styling, manageability and lasting smoothness.
Tal wouldn’t discuss sales, but industry sources believe Moroccanoil’s Smooth Collection could generate $10 million to $12 million in its first year globally.
On the distribution front, Moroccanoil is making a bigger push into traditional retail as well as travel retail. At the end of August, eight travel-size hair products and 14 full-size body items will launch in 117 Nordstrom doors. Nordstrom previously carried Moroccanoil hair and body in its 13 salon and spa locations and on nordstrom.com, but now it will be sold on the beauty floor.
Tal added, “Barneys is already in business with us and hopefully we’ll expand with them. [Plus,] we have a few other vendors on the calendar.”
Executives wouldn’t discuss financials, but industry sources estimate that Moroccanoil’s distribution in Nordstrom could generate $2 million to $3 million in its first year.
In terms of travel retail, the company is hoping to satisfy that convenience and the travel requirements of the consumer. “[Travel retail] is going to be limited to the premium luxury locations,” said Krzypow, who added that Moroccanoil will launch with Heinemann in the fall with select airports and cruise ships. “[Travel retail] is almost like a teaser [for consumers]. The teaser is for them to try [the products] and go back home so that they can find which salons carry the hair line and which retailers carry the body line.”
Tal added, “It’s mostly about adapting to the new expectations because the salon business is kind of limited to those who are visiting salons regularly. But there are a good number of people who are not salon visitors. Even though we want to drive them to the salon and with the body line to [department stores], it should be available as much as possible.”
With about 30 hair-care sku’s, the full Moroccanoil lineup is priced between $9 for a travel-size shampoo and $74.50 for a restorative hair mask. The body collection, which is made up of 14 items, ranges from $20 for a hand cream to $52 for a body cream.
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