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.
This story first appeared in the January 24, 2014 issue of WWD. Subscribe Today.
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.