The Charles Worthington London North American hair care business is getting ready to launch the Results and Big Hair hair care lines to a slew of new retailers in 2007.
The marketplace response has been truly unbelievable,” said Stuart Straus, chief executive of Beautology LLC, a Chicago holding company for the Worthington business. The company, which generated $11 million in U.S. retail sales in 2005, is expecting to end 2007 with $20 million in retail sales due to the new distribution, which will include at least three new regional food and drugstores, and possibly full distribution in one national drugstore chain.
To support the increased distribution, Straus plans a $5 million fashion-forward print ad campaign. Ads are scheduled to break in February magazines, such as OK!
New fragrances, more shelf-friendly packaging and updated formulas will replace old products. “We are starting from scratch,” said Straus, adding that PZ Cussons, the brand’s former U.K.-based parent, advised on the formulas.
You May Also Like
The new items are likely to stand out from the crowd of newcomers, including L’Oréal’s Vive Pro, Sunsilk and Herbal Essences, which all now use multicolored bottles.
“We went in the other direction. We utilize splashes of color to accent the brand,” Straus said.
Charles Worthington’s Dream Hair, a premium line that uses silk and pearl extracts in formulas, is still in test mode at Rite Aid, and will be added to Ulta stores this year. Dream items retail for $8.99. Charles Worthington London is now sold in 18,000 doors and has annual sales of approximately $13.5 million.