At Seven salon, disc jockeys spin tunes seven days a week as stylists craft haircuts suited to clients’ bone structure. An ode to the art of hairstyling, the salon is adorned with gallery-worthy pieces such as a Kandinsky, among others.Most recently, Seven turned up the wattage for its retail hair care, working with actress Portia de Rossi in its most recent advertising campaign for an upcoming launch.Seven isn’t located in hairstyling capitals such as New York City or Los Angeles, instead the salon is in Bellevue, Washington — a market better known for coffee versus coiffures. That’s not overlooked, Seven’s baristas serve up fresh brew with beauty. The salon hopes to change that thinking as it seeks to expand its distribution to salons.“We don’t just serve good coffee, we have great service and a great environment for our clients and for our stylists,” explained Ryan Sieverson, Seven hair care’s president, a 22-year veteran to the professional salon industry. Seven was founded 10 years ago with four stylists. Since then, the salon relocated to Bellevue and sports a team of 65.It was the stylists who requested products that were less “heavy” than what was used on the back bar, nudging Seven into the retail business. “We created the products ourselves,” said Sieverson of the line that includes 30 items. Over the past two years, the line has been elevated in regard to formulas and packaging. Divided into multiple segments by results such as shine or boosting volume, prices range from $26 to $33 and are sold at the salon, on the company’s web site and through 400 partner salons.
As it seeks greater salon penetration, Seven is rolling out two retail products and tapping its first celebrity to generate a buzz.[caption id="attachment_11075791" align="alignnone" width="300"] Ryan Sieverson[/caption]“In 2018 we are growing eastward,” said Sieverson, adding Seven has its eye on national and international growth with Australia its first market outside of the U.S. That’s fortuitous for Seven as it recently tapped Australian native de Rossi to promote its newest launch called Kente Bond system. “She’s our first Bond Girl,” said Sieverson. She’ll be used in social channels, Seven’s web site and professional print ads.Khristina Kravas, Seven’s director of marketing, elaborated. “She has great hair, but she’s also an artist and that ties into our DNA. She has a strong personal sense of style.”Kente Bond system addresses a growing need to strengthen tresses following consumer demand to dramatically change up hair color. “Our colorists have been pushing boundaries with creative coloring. It comes with a price for the health of the hair. When you bleach hair and use aggressive colorants, you are breaking the bond. Our new product launch brings bond repair to home care,” Sieverson said. The collection ranges in price, the shampoo for $28 and the conditioner and restorative spray for $30 each.[caption id="attachment_11075792" align="alignnone" width="300"] Khristina Kravas[/caption]The other launch is a biotin supplement within Seven’s Satara collection called Opti. “We know our clients are looking for new ways to ensure hair health,” said Sieverson. “They know that beauty starts from within.” This biotin supplement fused with a blend of botanicals retails for $45 for a two-month supply that is teed up to the typical return visit to a salon. “People buy their first purchase on hope. But we know when they return they’ll realize their hair and nails are stronger and longer and want to purchase again.”
Beyond its retail aspirations, the salon continues to respond to consumer demands. For example, noticing clients loved taking bathroom selfies, the salon installed favorable bathroom lighting and added hashtags on the mirrors. Those touches helped Seven score as a top producer per square foot in the tony Bellevue Mall, ranking amongst elite retailers like Tesla, Apple and Tiffany and Co.
Donatella Versace will receive the International Award at the 2018 @cfda awards, which were announced tonight. Tap link in bio for a list of all the nominees and honorees. #wwdnews #wwdfashion (📷: @rahirezvanistudio )
The 2018 @cfda Awards nominees are out! @virgilabloh for @off____white for is nominated for Womenswear Designer of the Year. Tap link in bio for all the nominees. #wwdnews #wwdfashion ( 📷: @simonelezzi)
@chanelofficial is suing high-end vintage retailer @whatgoesaroundnyc for trademark infringement, a move that could cost the retailer millions. The French fashion house claims that it’s not only unintentionally sold counterfeit goods on occasion, but that it’s “gone out of its way to create an association with Chanel,” which does not exist. Read Chanel’s statement on WWD.com #wwdnews (@aitorrosasphoto)
Exclusive: Guillaume Henry has left @ninaricci, the fashion house said on Thursday. “After three years of mutually gratifying creative collaboration, Nina Ricci and Guillaume Henry have together decided that the designer will depart the house after the presentation of the fall-winter 2018-19 collection,” Ricci said in a statement. Get all the details on WWD.com #wwdfashion (📷: @aitorrosasphoto)
“When Bella enters a room all heads turn,” said @peterphilipsmakeup, creative and image director for @diormakeup. Last night, the two celebrated the product launch of Dior’s Lacquer Plump in Los Angeles with other celebs like @parisjackson, @winnieharlow and more. Head to WWD.com to see the rest of the photos from the night (📷: @chelsealaurenla) #wwdeye
“These shirts are an art form, it’s about getting the message out to as many people as you can. It breaks down the pretentiousness of the art gallery,” says Kumasi Sadiki, cofounder of @ebayontheblock, a store that sells merchandise by New York artists who are shifting their attention to clothes as a wearable medium. Pictured here is a design by artist @joegarvey_, one of the first to spearhead this movement. Head to WWD.com to read @mistywhitesidell full story on how their designs have become merch for the underground elite #wwdfashion
@netaporter is dedicating a part of its website – called the Fine Jewelry and Watch Destination – to highlight its high-end jewelry. The hub will feature products on the site, as well as incorporate styling advice and educational content about high-priced jewelry items. Get more details on WWD.com. #wwdaccessories
For “The Cher Show,” an upcoming musical based on @cher’s life and career, @bobmackie is once again collaborating with the singer in designing the costumes. For decades, Mackie has designed glitzy stage costumes and red carpet looks for the 71-year-old Grammy winner. Pictured here is a sketch of some of the pieces in the wardrobe of the musical, which is set to debut in Chicago on June 12 before making its way to Broadway #wwdeye