Soft Sheen-Carson has a portfolio of new products for 2008, with at least one innovative range carving out a new segment within the hair care category.
This year, the ethnic beauty care division of L'Oréal USA is launching Weave Care, a line of products addressing the specific needs of women with weaves and extensions, as well as hot oil treatments, dandruff control, men's styling and other initiatives. The division is now being led by Angela Guy, who on Thursday was named general manager for Soft Sheen-Carson. She was previously senior vice president of sales, and replaced Candace Matthews, who left the company late last year for personal reasons. Guy joined Soft Sheen-Carson in 2004 as vice president of sales, and was promoted to senior vice president of sales last year. Industry sources expect Soft Sheen-Carson to end this year with $200 million to $250 million in sales.
Kat Peeler, senior vice president of marketing, pointed to Weave Care as the division's most innovative creation of the year, one that offers products to address the scalp and the weave, as well as natural hair. The retail range includes a foam, a detangler, a heat protecting spritz and a sheen spray. A shampoo and conditioner will be sold in salons, a decision that Peeler said is in line with the professional nature of weaves. The mousse is considered the star product, said hairstylist Johnny Wright, who is also a member of the Soft Sheen-Carson Style Squad, because of its weightless conditioning properties. Each product in the line contains ceramide, panthenol, aloe vera, coconut oil and silicone. Items will sell for $5.99.
In styling, Soft Sheen is expanding on Let's Jam, an existing heat styling brand. Launching to stores this month is Style Control, which includes a Styling Spritz, Hair Polish, Sculpting Liquid Wax and Mega Hold Protein Gel, formulated with glycerin, vitamins A and B and wheat protein to promote moisturization. Items will sell for $3.99 each.
A dandruff range has been created under the Optimum Care brand, called Dandruff Solutions. The line includes a pre-shampoo exfoliating treatment for the scalp, a shampoo, a conditioner and a flake control serum. Items will sell for $5.49 each.Also under the Optimum brand is a full Oil Therapy line. The formula contains microbeads of natural essential oils, such as jojoba oil for nourishment, olive oil for moisture, coconut oil for sheen and avocado oil for softness. The line includes an Ultimate Recovery Shampoo, an Ultimate Recovery Conditioner, a Dry Scalp Leave-In Treatment, a Featherlight Hot Oil and a 3-in-1 Crème Oil Moisturizer. Items will sell for $3.99 each.
A men's styling line has also been created, Sportin' Style by Sportin' Waves. The line comprises four products, including an antidandruff shampoo, a conditioning styling gel, a moisturizing scalp cream and a shine intensifier. Items will retail for $4.99 each.
To promote the products to consumers, Soft Sheen will conduct its annual Style Tour by visiting 13 of the top U.S. African-American beauty markets. The tour kicks off in May and runs through August.
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)
@Pharrell and his wife Helen Lasichanh were among the stars that came out to celebrate @rimowa’s first pop-up concept shop. The space, which is located on Rodeo Drive in Beverly Hills, draws inspiration from airport luggage carousels and lounge areas – and features the company’s luggage and accessories. If the pop-up is successful it could pave the way for addition temporary shops throughout the world. #wwdfashion (📷: Owen Kolasinski/BFA)
@carineroitfeld celebrated @crfashionbook’s first calendar last night with a dinner party at Spring Place in Manhattan. Photographed by @stevenkleinstudio, the calendar takes on a fitness theme and features @joansmalls, @gigihadid, @danielle_herrington_ – pictured here – and more. “[Carine Roitfeld] wanted me to feel sexy and she wanted me to be myself and feel it out on my own and do what I felt was right,” said Herrington, aka Miss October. #wwdeye
@saintrecords and @virgilabloh last night at @americanexpress’ “A Night With Success Makers” event. “I always bring it back to community because without that I wouldn’t have the courage,” said Knowles when asked how she has gotten where she is now. Read more highlights from their conversation on WWD.com. #wwdeye (📷: @lizdoupnik)
This Just In: Industry sources have told WWD that Anastasia Soare is rumored to be considering selling her beauty business, @anastasiabeverlyhills. According to those sources, Soare has tapped investment bank Imperial Capital to explore sale options for her eponymous beauty brand –– and with at least $340 million in net sales, this would be a big deal. Put in context of other recent transactions for makeup companies, Soare’s price tag could be in the billions if she were to sell the whole thing. #wwdnews #wwdbeauty (📷: @clint_spaulding)
@assouline’s latest book, “The Spirit of Bentley: Be Extraordinary” captures the adventurous attitudes and opulent lifestyles of @bentleymotors’ most creative owners and enthusiasts throughout the U.K. The 292-page hardcover has a section dedicated to showing its team of skilled artisans and photos of its most colorful owners, from George Bamford to designer @alicetemperley, pictured here by Aline Coquelle. #wwdeye
@google released its report on the most popular search terms this year. For fashion brands, the list was led by @gucci, the luxury brand that stunned the market last October when it pledged to stop using fur. Runner ups were @supremenewyork and @fashionnova, along with more established brands like @louisvuitton, @chanelofficial and @ysl. #wwdfashion (📷: @aitorrosasphoto)
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)