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.
This story first appeared in the July 20, 2012 issue of WWD. Subscribe Today.
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.”