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.”
“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
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast