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.
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion