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.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“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