In a move to offer customers more than just rentable evening wear, Rent the Runway is partnering with Wella Professionals.
“Hair is the ultimate accessory but you need a great dress, it [the collaboration] is a natural fit,” said Wella brand manager, Becky Godlove.
The initiative, which kicks off in September, will offer consumers a series of tutorial videos, featuring Wella celebrity hair stylist and brand ambassador Andy LeCompte, available on Renttherunway.com. The videos feature how-tos for styling the latest trends and products to use to achieve the looks.
“Through the tutorial videos I’m going to share my red-carpet secrets with women preparing for their red-carpet moments,” said LeCompte, who will be featuring Wella’s newest product, Wella Professionals Oil Reflections, a nourishing blend of avocado seed and macadamia nut oils and vitamin E, this season.
“The three [oils] work together in a combination that exists as a light oil,” said Godlove. “Light oil does not weigh your hair down, that is a concern women have. Our German research and development team worked hard to find this combination, but what really makes the difference is stylist input and feedback.”
For Rent the Runway, the goal is to offer women a more complete head-to-toe look.
“Since [Rent the Runway] launched in 2009, the focus has really been empowering women, and beauty is part of that empowerment,” said Jenny Fleiss, cofounder of Rent the Runway. “We believe in the Wella products and our aligned brand positioning works towards our aim of aiding women in being glamorous.”
Customers will also receive samples of Wella Professionals products, in addition to Oil Reflections, with a Rent the Runway purchase.
Wella Professionals Oil Reflections will be available in September in professional salons including Ulta and other beauty-exclusive stores for $40.
Although the brand would not discuss numbers, insiders believe Oil Reflections could generate $250,000 at retail in its first year.