Hoping to strike an “extension” chord with women around the world, a new wig and hair-extension company called Luxhair is poised to generate $200 million in its first year at retail, according to industry insiders.
Fronted by three famous faces — Sherri Shepherd, Daisy Fuentes and Tabatha Coffey — the brand is setting out to make consumers think of hair add-ons as everyday accessories.
“Our goal is creating a social network of hair wearers,” said brand architect Michael Kleinman, who spent 10 years on the concept. “We want wigs, extensions and hairpieces to be part of everyday fashion and beauty.”
Kleinman said that although each Luxhair brand — Luxhair Now by Sherri Shepherd, Luxhair Wow by Daisy Fuentes and Luxhair How by Tabatha Coffey — will be an independent entity, there will be some marketing crossover online and in-store. Each of the celebrities, who serve as spokeswomen for their respective collections, also collaborated on their lines.
“For me, wigs and hairpieces are an everyday part of my life,” said Shepherd.“One day I can wear what I like to call my ‘Back to you, Barbara’ look — professional and full of layers — and the next day you may see me in my ‘Bubblin’ Brown Sugar’ look — curly, fun and bubbly.”
Shephard’s line is a 12-piece collection of wig and extension pieces. Priced from $69 to $99, color options include 18 shades that range from onyx to silver.
For her line, Fuentes set out “to create a full wardrobe that incorporated classic looks, gorgeous and flattering cuts and trendy styles that mimic those on the red carpet,” she said.
Luxhair Wow is a collection of 16 pieces, priced from $9 to $199, including wigs, hairpieces and extensions, as well as bands and pony falls.
“Being a Latina woman and having such a loyal fan base in the Latina community, I’m always aware of what my fans are looking for and I am [pleased] my fans now have Luxhair as a go-to option,” said Fuentes. “We will be executing a number of national and regional activities, especially in Latino communities across the country.”
Coffey’s line includes nine pieces of top extensions and full piece wigs, priced from $79 to $299 and available in 20 shades — from platinum blonde to black. Each look was cut and styled by Coffey and designed to address a host of women’s hair needs.
“Whether it’s difficult to style or naturally thinning hair that can use a little boost, female pattern baldness or illness-related hair-loss issues, there is a large community of women looking for effective and fashionable hair solutions,” said the Australian hairstylist and TV personalty. “I wanted to help them love their hair again.”
Across the Luxhair portfolio, all items are woven and treated with a proprietary “texturized style-able keralon,” designed to mimic natural European hair, the most covetable of hair textures, according to Kleinman, and to ensure heat-safe styling.
Luxhair — which will make its debut in September — will be sold across 12,000 doors in the U.S. and abroad.
When it comes to an in-store presence, Kleinman said plans are in place to offer consumers interchangeable displays with mirrors and instructions. Each box will be color-coded: purple for Shepherd, pink for Fuentes and black-and-white for Coffey.
In addition to online distribution, primarily through wigs.com, beauty.com and drugstore.com, Luxhair will also be sold through similar channels in countries like Germany, Italy and the U.K. Plans are also in place to roll out to Japanese, Korean and Chinese markets. The line will be sold on QVC in 2013.
“We know it’s the right time,” he said. “Hair is a woman’s biggest accessory. Great hair is more powerful than red lipstick.”
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
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye