The beauty firm, which stumbled through the fall with a management upheaval followed by layoffs, has recruited Sheryl Crow as the face of Revlon Colorist, a new hair color product due to launch in January.
Like Revlon, the nine-time Grammy winner has taken her share of knocks this year. In February, Crow split from fiancé Lance Armstrong and several weeks later underwent surgery for breast cancer. Since then Crow, 44, has rebounded with force, embarking on a media blitz and touring with singer John Mayer to promote her latest album, "Wildflower." She is now on the lookout for new business ventures. In October, Crow hired Brand Sense Partners to help her choose licensees for a lifestyle brand that likely will include apparel and accessories, said Theresa Brown, director of business development at Brand Sense Partners, a firm with a client list that includes Elizabeth Arden and Britney Spears.
Crow's comeback prowess is inspirational, particularly to Revlon, which industry watchers said is in urgent need of a hit.
This fall, Revlon pulled the plug on one of its most ambitious initiatives for the year, a color cosmetics line for mature women called Vital Radiance, after it failed to generate sales. The other, a department store fragrance called Flair, was abandoned a month before it was slated to launch.
Hair color may offer Revlon an open field next year. Retail buyers are expecting a relatively quiet year in the category, following the deluge of introductions this year, including Natural Match by L'Oréal Paris, Garnier Nutrisse Color Breaks and Procter & Gamble's Natural Instincts Shine Happy.
"Colorist is the only news I have for next year," said a hair care buyer for a top drugstore chain. The buyer noted that P&G shelved plans for a 10-minute hair color product that was originally planned for spring. It's the application process, not the time required, that rattles women, said the buyer.
Revlon would not comment on upcoming marketing plans or sales expectations for Colorist. However, industry sources estimate Revlon will spend roughly $50 million to introduce Colorist and anticipate first-year sales will come in at about $49 million.Colorist marks Crow's second gig with Revlon. In spring 2004, the singer gave an acoustic performance at a party Revlon hosted for its retail partners in Palm Beach, Fla. In her new spokeswoman role, Crow will appear in a multimedia campaign slated to break next month. Revlon's collaboration with Crow also will include several breast cancer initiatives, according to the company.
"We are thrilled to have Sheryl represent Revlon Colorist," said Debra Dowd, vice president of marketing for Revlon hair care, in a statement due to be released today. "Sheryl is an empowering woman who brings a sense of real glamour that is relatable."
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia