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.”
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye