John Paul Mitchell Systems is twisting things up with the introduction of a line developed for curly and wavy-haired consumers, which the brand says accounts for 55 percent of the total global population.
Expected to generate $15 million worldwide in its first year at retail, Paul Mitchell Curls includes styling and care products designed to control frizz and allow curls to retain their shape.
“It’s been an interesting journey in terms of this category,” said Nikola Cline, senior director of marketing for Paul Mitchell. “It’s so emotionally driven. It’s love and it’s hate, but whatever it is, it is a passionate, strong opinion.”
The collection is comprised of Spring Loaded Detangling Shampoo, which is designed to detangle, cleanse and condition at once; strand-replenishing Full Circle Leave-In Treatment; Ultimate Wave, a cream-gel for “beachy” texture, and Twirl Around Curl Definer, a two-part blend of hydrating cream and smoothing gel. Products range from $14 to $22.
According to Cline, the time was right for this launch because consumers — across gender, age and cultural demographics — are accepting their natural textures more so than in the past.
“Women and men of all ages and demographics are embracing their curls,” said Cline, who added that this demographic is “always in search of that holy grail product. It is time to embrace that demographic and provide high-performance products to embrace texture, rather than fight with it.”
The line will bow in professional salons and Paul Mitchell schools in 86 countries across the globe, beginning Oct. 1.
To get the word out, Paul Mitchell will focus mostly on digital and social marketing. “We reached out to naturallycurly.com, which helped us dive deep into the world of ‘curlies,’” said Orion Hand, director of web marketing. “This gave us great insight into how they use products and how they communicate.”
Beginning Sept. 4, the brand introduced an interactive campaign, called The Truth About Curls. The microsite, found at thetruthaboutcurls.com, features beauty bloggers like Michelle Phan, Leandra Medine and Christine Cameron, who encourage their followers to share their “curl confessions.” A number of those who did (more than 26,000 participated within the first week across Twitter, Instagram and the microsite) received deluxe sample trios of the range. “That emotional tie-in to curly hair has no better place than the online community,” added Hand.
The advertising campaign for the collection — which will bow in November consumer magazines — will include three naturally curly or wavy haired bloggers; Christina Caradona of Trop Rouge, Claire Geist of De Lune and Beth Jones of B Jones Style. The site also offers a “Curl-o-Meter” frizz-forecast based on users’ zip codes, polls, styling tips and behind-the-scene video from the ad campaign.
“We are really looking to appeal to the millennial demographic, which is highly engaged and makes decisions at the speed of light,” said Hand. “We wanted a campaign that would resonate with them in an authentic way. We wanted people to see themselves in it.”
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@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)