Getting a second chance in the hair care aisle is de rigueur among the mass set.
The latest brand to get another go in beauty is Salon Selectives, once a best-selling hair care brand in the Eighties and Nineties that lost distribution in 2005 when parent Unilever decided to pull it from shelves due to poor performance.
But now, thanks to the executives who first launched it in 1987 under its original owner, Helene Curtis, the brand has another chance to gain traction.
Anne West, a member of the executive team of Selective Beauty Brands, the company that bought Salon Selectives last year from Unilever, and one of the people behind its former success at Helene Curtis, said the brand still has legs.
"The original premise of Salon Selectives was that it was the first salon-inspired hair care line to come to mass retail. [With the brand] you got a salon quality product without going there or paying the price. There is still a market for that," West said from the firm's Chicago's office.
The brand is the first purchase for Selective Beauty, and meets its portfolio criteria of one that still has a platform but is no longer a strategic fit for its huge, multinational owner. Other companies, such as Lornamead Brands Inc. and Beautology, have sought out similar opportunities. Unilever sold Finesse and Aqua Net to Lornamead for an estimated $130 million in 2006. The Charles Worthington London North American hair care business was also purchased that year from U.K.-based PZ Cussons by Beautology LLC, a holding company, for an undisclosed amount, led by beauty veteran Stuart Straus. All three have been relaunched to the mass market with new packaging and formulas.
Salon Selectives' history is typical of a brand gone bad. It lost shelf space in mass retailers several years after Unilever relaunched it in 2001 with a new positioning, a new look and new formulas, said West. Unilever bought Helene Curtis in 1996.
"They completely walked away from what it stood for," West said. "They were trying to be hip and appeal to teens. It started to decline [in sales] and by 2005 it was off the market."Research conducted by West showed that personalization in hair care is as important as ever. Subsequently, Salon Selective's new packaging has been designed to leverage its brand equity, complete with brightly colored containers and modern hair technology. Containers have letters on them to tell which range they fall under: Hs for Hold & Shine; Vb for Volume Booster; Ce for Curl Energizer, and so on.
There are now 18 items in the line, with three shampoos, five conditioners and 10 styling and treatment products.
Star items include Fresh Hair, a product West likens to "Febreze for the hair."
Variants include Moisture Rich for dry, damaged and color-treated hair, Healthy Clean for normal hair and Healthy Volume for oily or fine hair. Salon Selectives is receiving a gradual national rollout, and is expected to arrive in Rite Aid stores in several weeks, as well as in many of SuperValu's banners and in Target stores in June. The line will be midpriced between $3 and $4, depending on the retailer.
First-year sales expectations are between $30 million and $40 million, said West, adding she expects the brand "to get up to $100 million in two to three years" from increased distribution, loyal customers and "a really big set of people who love the brand and would like to use it again."
Marketing plans include TV and print ads with a first-year ad budget of $15 million to $20 million, West said. Ads are slated to break in April.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty