Procter & Gamble Professional is launching a third pillar of innovation in its effort to restage the Sebastian brand.
The latest wave targets hair texture and consists of an in-salon treatment designed to provide texture, as well as three retail products.
“As we have continued to talk to stylists and consumers as to what they are looking for, they still have challenges in finding products that provide flexibility and texture in long hair,” said Reuben Carranza, director, North America Professional Salon
The hero retail item is MicroWeb Fiber, which, Carranza said, “was inspired by the silk that is spun by a spider.” The design challenge, he explained, was formulating a product that gives hold and texture to long hair but also has flexibility properties. The application of MicroWeb Fiber is different from others, Carranza said, as it should first be emulsified in hands, then the user claps her hands, and the fibrous, weblike matter that’s created is then settled and nestled onto hair.
“When you see this happen in the salon, customers ask what stylists are doing,” said Carranza. “It generates excitement.”
The two other retail items are a Liquigel Texturizer and a Matte Putty. The Texturizer is designed to provide hold and form; the putty is a soft, dry texturizer for touchable hold. MicroWeb Fiber will sell for $18.95, the Texturizer will sell for $15.95 and the Putty will be $16.95.
The in-salon service, which is estimated to sell for about $25, will allow stylists to create texture at the back bar.
The Texture collection enters 10,000 salons nationwide in July. Ads supporting Texture will feature the hero product MicroWeb Fiber and singer Micky Green, who hails from Sydney.
The brand’s initial debut included more than 30 hair care and styling products in July. In January, it launched a shine collection called Flaunt.
Green fits in well with Sebastian’s past spokespeople, who include stylista Cory Kennedy, who was featured in ads for the Whipped Creme styling product when the brand was reintroduced last year, and designer Charlotte Ronson, who was in ads for the Trilliant styling item, which is within the shine collection.
Images featuring Green will be in both consumer ads as well as on salon displays.
This strategy, said Carranza, in the past has generated purchases from consumers who typically don’t buy their products in a salon.
Carranza said that, while the overall salon industry is suffering approximately 5 percent sales decreases, “we are seeing double-digit growth…and innovation is driving that growth. In fact, the Sebastian reinvention and the Wella Koleston Perfect innovation are helping salons win in a tough environment. As we look at industry share numbers, P&G Professional is growing their share.”
“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
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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