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.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)