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.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)