After several successful U.S. launches of European skin- and hair-care lines in 2012, Unilever is introducing a new British hair-care brand to American shores via Target.
Come Aug. 18, Toni & Guy Hair Meet Wardrobe, whose brand name has been licensed by Unilever since 2009, will enter all 1,788 Target stores. After a four-month Target exclusive, it will roll out to other drugstore, mass and grocery retailers.
“Our beauty guests are very engaged in the hair-care category and they are using products like styling and treatment items to get the look they want at an affordable price,” said Christina Hennington, vice president of merchandising for beauty and personal care at Target Corp. “It’s not just about the product on shelf, it’s about connecting the dots between a look and the solution [the consumer] needs to create that look.”
According to Hennington, the move adds to the retailer’s growing portfolio of niche salon brands like Shea Moisture, Miss Jessie’s, Mixed Chicks and Camille Rose, which have been added to Target’s hair-care aisles over the past few years. “We continue to work with strategic partners like Unilever to offer guests a differentiated assortment that aligns with our guests’ preferences,” she said. “One way we build loyalty with our guests is by offering them exclusive access to product they’ll love…[and] by offering access to differentiated salon products, [some] previously only available in Europe, at [a value].”
For Unilever, which owns top-selling mass hair brands like Suave, Clear, Dove Hair, Nexxus and TRESemmé, the U.S. launch is meant to broaden the portfolio and increase its offerings for its target consumer. “This is largely uncharted territory for the hair category, which makes for incremental play to our overall hair portfolio, driving category growth,” said Dean Aragon, vice president of global hair care for Unilever, adding that the brand’s U.K. sales increased 44 percent in the first quarter of 2013 compared with the prior-year period. “Unilever is currently number one in the daily hair category with a robust portfolio. Currently no hair brand intrinsically speaks to women through the lens of fashion, styling and statement looks for self-expression.”
Originally introduced in the U.K. by Unilever in 2011, Toni & Guy Hair Meet Wardrobe is a 32-piece range, priced from $5 for accessories to $39.99 for a hair tool. Shampoos, conditioners, stylers and treatments range from between $12.99 and $16.99, and include sublines such as Prep, Cleanse & Nourish, Classic, Casual, Creative and Glamour. The collection includes shampoos and conditioners for various hair types. Stylers like Shine Gloss Serum, Style Spray Wax and Volume Plumping Whip are designed to facilitate personal expression. Additionally, Toni & Guy hair accessories and styling tools, manufactured by Helen of Troy, which will only be sold in the U.S., will follow the product launch on Sept. 8 in Target stores.
Although neither Unilever nor Target would comment on financials, industry sources believe the lineup could generate between $10 million and $15 million in its first year at retail.
According to a spokesperson for Unilever hair care, bringing international brands to the U.S. is a strategic move for the beauty company.
She said Clear is a great example of a global brand popular in Asia that successfully entered the U.S., and Simple, a “massive success in the U.K.” has also moved easily into the U.S. market. Toni & Guy, which is available in 19 countries including the U.S., will next roll out to India, Norway and Finland later in the year. Toni & Guy Hair Meet Wardrobe will join Nexxus and Tigi as Unilever’s “in-salon/professional business at a superpremium tier.”
The fashion-inspired brand has collaborated with partner designers in London including Matthew Williamson, Vivienne Westwood Red Label, Lulu Kennedy’s Fashion East and others to help identify runway trends, which are then interpreted for consumers.
The brand works also with a group of British “industry insiders,” including global hair ambassador Mark Hampton, fashion blogger Susie Bubble and stylist Anna Trevelyan, using these collaborations to update product formulations. “Like our U.S. Target, [our consumer] loves self-expression and is thirsty for new inspiration,” said Aragon. “She knows that to complete the statement of her overall sense of style, both hair and clothes need to work together, hence, ‘hair meet wardrobe.’”
To generate awareness for the brand, plans involve print advertisements and utilizing social and digital platforms. Unilever will also offer styling tutorials to achieve a variety of looks, as well as in-store visuals, displays and custom end caps.
“We anticipate that Toni & Guy will contribute to category development by introducing styling products via style collections, a differentiated way into an underpenetrated segment,” said Aragon, adding that only 17 percent of products in the category fall under styling. “We anticipate trade-up from other mass brands, as we are seeing a trend of ‘premium-ization’ and ‘salon-ization’ at mass. We think we’ll also attract some women who have traditionally favored professional products purchased in salon.”
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
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)