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.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye