He’s created signature looks for the likes of President Bill Clinton, Bruce Springsteen and Tom Brady — and now, hairdresser Vaughn Acord wants to style men everywhere.
He plans to do so with V76 by Vaughn, a new men’s grooming line which will be launched in February. The 22-stockkeeping-unit product range addresses male concerns such as thickening, hair loss and health, scalp treatment and conditioning. The lineup is broken down into six categories: shampoos and conditioners, waxes and pomades, creams and gels, hair sprays and mists, shaving products, and face and body products. Items range in price from $13 to $28.
“Grooming no longer just means shaving, and men are now making up 25 to 30 percent of salons’ customer bases,” said Acord, who noted that according to The NPD Group, the men’s skin-care category in department stores topped $84.7 million last year and continues to grow. “It was essential to offer a brand that not only is created by a professional, but is also offered at salons to ensure that men are walking away with the full grooming experience.”
Acord sees the customer for this line as a “modern, urban man with a slight edge,” and said he expects V76 will appeal to a wide variety of age ranges. Given that many men’s grooming purchases are made by women, Acord expects the line to have crossover appeal in some categories, including a clay bar soap, shaving cream and grooming cream. In addition, a brightening shampoo in the line, designed to make silver hair shine, works equally well on blondes, he said.
Acord did his first haircut in 1976, which inspired the collection’s name. Products are color safe and have no parabens, sulfates, mineral oil or petrolatum. They’re also gluten-free and vegan, said Acord.
Each product in the collection features one of three of the brand’s signature scents. American Riviera, said Acord, is a traditional herbaceous blend with modern citrus influences and features bergamot, neroli, petitgrain, patchouli, orange flower, rosemary and clary sage. Desert Lime is intended to be a sensual, spicy fragrance and features notes of basil, lime, thyme, eucalyptus, ginger and vetiver. Blue Cedar was designed as a magnetic woodsy scent and has notes of coconut milk, nutmeg, violet, peach, blue cedar tree, moss and leather accord.
“Vaughn’s name is synonymous with men’s grooming,” said Tev Finger, president of V76 by Vaughn. “His rich history in styling American icons, eye for detail and unique perspective has resulted in a collection that speaks to the sophisticated American man.”
V76 by Vaughn will bow at Neiman Marcus and Barneys New York, as well as more than 300 salons nationwide. An e-commerce site, V76.com, will also sell the products.
While executives declined comment on projected sales, industry sources estimated that the line would do about $10 million at retail in its first year on counter.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty