The customization trend is making its way to hair care.Personalization is the focus behind Cloud 10 Hair Care, the latest endeavor of QVC founder Joe Segel and business partner Ellen Langas, who was formerly a QVC host and vice president of public relations. The duo are behind the launch of Cloud 10 Hair Care – a hair-product business with a focus on Millennials that guides shoppers through a survey about their specific hair needs and wants before shipping out a custom-blended shampoo and conditioner set. There are 165 different options, according to the company.It’s a big bet on Millennial desire for personalization.The idea came about after Jodi Dery, one of Segel’s salon contacts, noted stylists at Cloud 10 Salon in Boca Raton, Fla., were mixing shampoos and conditioners to get the right formulas for each client. (Segal is an investor in the salon, he said.)He took that salon-based idea and expanded it, with the plan to “build that on a customized basis, nationally,” Segel said. “It intrigued me.”“The lightbulb went off,” Langas said. “That was the inspiration behind the brand.”[caption id="attachment_10847741" align="alignleft" width="300"] Cloud 10 Hair Care Home Page.[/caption]Customers on the Cloud 10 Hair Care’s web site are guided through a six-question survey (about hair color, texture, preferred lather level, scent preference, etc.) that determines their specific hair-care formulation. Then, they pick a packaging style, complete with their name on the bottle.“The concept here is to not only have these salon-quality formulas, but a custom way to deliver them to your home,” said Langas. “It’s a simple and engaging experience, particularly for the Millennial market.”Cloud 10 also offers styling products, such as Ultra Nourishing Oil, Revive & Protect Mist, Glossing Mist, Leave-In Curl Conditioner, Volumizing Spray and Surf Spray; prices range from $15.95 to $26.95. A shampoo and conditioner set costs $25.25; a travel set with 2-ounce products is available for $8; and individual shampoo and conditioner bottles are $16.45. Shipping and handling is $3.Segel and Langas declined to provide sales projections, but industry sources speculated the business could bring in upward of $1 million in its first year, depending on the effectiveness of the marketing plan. Part of the plan includes the debut of a video series called My Expression that will tell inspirational or fun stories and is meant to build up Cloud 10 Hair Care’s customers into a community.Cloud 10 intends to sell primarily direct to consumer, but the business is exploring potential retail options as well. “We’ll have opportunities for retailers who also want to engage in the online questionnaire experience, as well as have some specific products at retail,” Langas said.Segel and Langas are the cochief executive officers of ProfilePro LLC, a business started in 2014 among a group of former QVC executives (including former QVC vice president of logistics Chuck Pulcini, former QVC president Mike Boyd, former QVC president Doug Briggs, former QVC chief financial officer Bill Costello and former QVC general counsel Neal Grabell). Cloud 10 Hair Care is part of ProfilePro, which also includes HairRX Advanced Hair Care and Profile Pro Home Hair Salon.
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.