NEW YORK — Herbal Essences is taking every opportunity to reach its target customer in the first half of 2003. Recently, the $700 million global brand became the exclusive beauty sponsor for "American Idol," one of the most widely watched shows...
NEW YORK — Herbal Essences is taking every opportunity to reach its target customer in the first half of 2003. Recently, the $700 million global brand became the exclusive beauty sponsor for "American Idol," one of the most widely watched shows on television. The premiere of the singing contest on Jan. 21 captured more than 26.7 million viewers, the largest number of viewers in Fox TV’s 16-year history.
As a sponsor, Herbal Essences has so far distributed thousands of Herbal Essences Fruit Fusions hair care samples to the seven different regions across the country where auditions took place. Beginning Feb. 4, Herbal Essences will begin "herbalizing" all 32 of the final contestants — who were chosen on the January 29 episode, providing all hair care and hair color products backstage and where the kids live.
Helping them with their hair is a yet-to-be-named celebrity stylist. However, Robert Vetica, a stylist to actress Renée Zellweger and singer Shakira, is a contender for the spot, as well as to be Herbal Essences’ spokesman.
By partnering with "American Idol," Herbal Essences is able to efficiently target teen consumers. But Marc Broccoli, assistant brand manager for Herbal Essences, added that in addition to having a teen component, "American Idol," at least in its first season, ranked number one with women between the ages of 18 and 49 years old, too.
Herbal Essences has a long history of working with entertainers, such as Britney Spears, 98 Degrees and ’NSync. "We look forward to playing a role in discovering the next big recording star," Broccoli said. "American Idol" runs for 15 weeks with the final shows airing May 6 and 7.
The "American Idol" sponsorship takes up a chunk of the brand’s first half 2003 ad budget. Sources estimate that Clairol, the brand’s parent, must be spending in excess of $8 million, which also includes funds for in-store events, Spring Break contests, sampling and publicity events.
Herbal Essences will also support the sponsorship with an exclusive Web page airing video clips from recent auditions, footage and highlights from the current "American Idol."
Herbal Essences is also aiming to keep its products on the cutting edge. In March, retailers begin receiving Herbal Essences HighLights Kits. Heidi Standhart, brand manager for Herbal Essences hair color, said the new kits raise the bar compared with what is currently available on shelves. "We wanted to deliver the whole Herbal Essences experience along all consumer touch points. We wanted to make it intuitive, breakthrough fun at point of sale and especially at use."While some competitors use highlighting kits where the user pulls strands of hair through a plastic cap, and others use thick combs, Herbal Essences HighLights Kits look to improve the experience. The Herbal Essences comb allows for finer strands to be colored, rather than wide highlighting strands.
Herbal Essences HighLights Kits also bring something new to the category: a colored formula. Currently, highlighting products on the market start out white and then look wet, making it difficult to tell where color has been applied. The new formula stays colored throughout the whole process. Cool Blonde Highlights for light to medium blond hair goes on blue; Golden Blonde HighLights for dark blond to light brown hair goes on yellow, and Rich Copper HighLights for medium to dark brown hair goes on red.
A print advertising campaign to support the new kits, which retail for $9.99, will commence in April and May beauty magazines. The one-step formulas will also feature Herbal Essence’s famous floral fragrance, as well as Colorseal, it’s trademarked conditioning system. First-year sales of the kits could reach between $15 million and $20 million.
TV ad spots could follow, said Alicia Leet, an assistant brand manager for Herbal Essences color. "Currently there are no TV [spots] advertising for highlighting brands," Leet pointed out.
Leet said according to company data, highlighting is again a trend to look for, whereas a year or two ago, the category softened. Highlighting is a way for Herbal Essences to draw younger consumers into the color category.
Perhaps Herbal Essences will luck out and capitalize on a new Kelly Clarkson, the winner of last year’s "American Idol" contest, whose bold, chunky highlights dominated her hair makeover look and spawned thousands of copycats.
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
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye