NEW YORK — Former cast member of “The Real Housewives of New York City” Cindy Barshop couldn’t believe her eyes when she visited the depilatory aisle at her local drugstore.
“It was outdated and there were no innovation,” said Barshop, founder of Completely Bare spas. “It was the same stuff that had been there for years.”
She decided to do something about it: A retail line of Completely Bare is slated to launch in CVS Pharmacy this July. Barshop teamed with business partner Alicia Nussdorf and Quality King, a distributor with sales exceeding $1 billion. Completely Bare, now a sister company to Quality King, has the infrastructure to compete against the big powers in the category, which include Coty’s Sally Hansen, Church & Dwight’s Nair and Reckitt Benckiser’s Veet.
Barshop also has a well-waxed leg up on the competition, thanks to celebrity status from “The Real Housewives of New York City” and her enterprise of four hair removal salons, which have made the Vajewel the latest in accessories.
Barshop aims to bring salon quality to mass, especially for teenagers who are interested in painless and safe hair removal. “Everybody shops at CVS, and now they can experience the transformative results Completely Bare offers. This hip, modern product line represents a new direction for the depilatory market,” Barshop said.
With Americans removing unwanted strands from more places than ever, hair removal is becoming a booming business. Nussdorf, citing numbers from Euromonitor International, said hair removal sales are on track to hit $1.23 billion in 2012 and expand to $1.3 billion in 2013. Bleaches add in about another $200 million in sales.
Barshop anticipates the products will play well with sports enthusiasts, teenagers, the gay community and underserved ethnic markets. “This is going to be a game changer,” she said, adding that the portability of several of the items — such as the no-heat strips — allow for travel. “You can throw these in your suitcase or camp bag,” she said.
To reach targeted markets, Completely Bare will use social media to promote the launch. A QR code located on the product package links to a how-to video tutorial, the first of its kind on the market, according to the company. A Completely Bare specialist will answer wax-related questions with a 24-hour timeline and a training DVD is in the works for beauty advisers.
The CVS lineup includes three at-home wax kits — the Hypo-Allergenic Wax Strips for Face, Bikini, Body; the Salon Quality Face and Other Sensitive Areas Wax Kit, and the Salon Quality Bikini and Body Wax Kit. Each kit retail for under $17.
Also launching online at cvs.com are Completely Bare pre-and post-wax essentials with names such as Not Feeling It Numbing and Cooling Spray, Don’t Grow There Tri-Complex Body Balm and Bikini Bump Blaster. Plans call for the line to roll out to additional retailers in the fall.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion