NEW YORK — Calgon hopes “Modern Family” star Sarah Hyland will attract a new generation for [Heart] Calgon, a youth-oriented sibling for its iconic bath and body line.
“My mom knew ‘Calgon, take me away,’” said Hyland of the memorable Calgon phrase, while she was on location recently Los Angeles for the shoot of a print ad and social media videos. “This is the first beauty company I’m working with and I’m honored not only to be part of the campaign, but to be a part of the product’s launch.”
Shot in four vignettes, Hyland wore outfits matching the spirit of the fragrances — Fresh Start, Hot Date, Sweet Crush and Rock Steady. “Right now I’m wearing the outfit for Fresh Start. It’s my favorite because it’s so comfortable and loungy,” said Hyland, who plays the quintessential teen girl Haley Dunphy on the smash hit TV show. She’s the second celebrity tapped in the last month to front a youthful brand as marketers use star power to attract teenage girls. Burt’s Bee’s recently called up pop star Carly Rae Jepsen to boost awareness of its Gud Ruby Red Groovy products. These moves come on the heels of retailers’ efforts to boost volume by courting young women.
“Sarah embodies the attitude of [Heart] Calgon and its fun, bold approach to life,” said Bob Bailey, chief executive officer and president of Ilex Consumer Products, which took over the then-struggling Calgon franchise in 2008. Since then, Ilex has injected new life into the brand with 30 new items and reinvigorated marketing.
With women returning to purchasing Calgon, the time was right to appeal to future consumers. “These girls are already shopping at mass,” said Sharon Shue Hidey, marketing director for Ilex. “It was an opportunity staring us in the face.” Research showed teens respond to celebrity endorsement and Hyland was singled out as a compelling face for the 16-stockkeeping-unit line.
The sentiment was mutual.
“[Heart] Calgon is a great fit because it’s like my fashion sense, but for fragrance in that every morning I wake up in a different mood. Whether it’s grunge or hippy chic, there’s a fragrance for every state of mind,” said Hyland, who isn’t ruling out having her own fragrance, hair-care or makeup line in the future. For now, she’s happy to be the face behind Calgon’s efforts to nab teens. “I’m 22 and I still can’t decide on one fragrance forever, so it’s nice that I can experiment and mix it up without focusing on the price,” she said.
The self-proclaimed mass-market shopper said she gets most of her makeup, mascaras, face washes and makeup removers at chains such as CVS, Target and Walgreens. “I think it’s great that [Heart] Calgon has such a reasonable price point,” Hyland said of the products in the line, which average $5.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)