BEAUTY CARE

MopTop hair care develops Curly Hair Custard

BY Antoinette Alexander

DALLAS — MopTop Hair Care has developed its first Curly Hair Custard, which is available in southern region Whole Foods and salons.

MopTop Curly Hair Custard is designed to provide moisturized, defined and soft curls, and features a light, fresh scent of citrus kumquat.

The MopTop Hair Care salon and retail line consists of 22 "frizz-free" products that contain ingredients to help tame dry, frizzy, color-treated and chemically-treated hair without the usual build up. There are no silicones, waxes or sulfates in the products, and there is no alcohol in the styling products.

The product line features four categories, including clarifying, shampoos, conditioners and stylers. The latest addition to the MopTop collection, the Curly Hair Custard, promises to leave hair with all day softness and curl definition. It has a suggested retail price of $14.99.

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BEAUTY CARE

Wahl extends ‘Real Guys, Real Grooming’ campaign

BY Antoinette Alexander

STERLING, Il. — Wahl, a manufacturer of men’s hair clippers and trimmers, is expanding its Real Guys, Real Grooming campaign, which is a series of documentary-style ads and videos that show how real guys groom, and features the story of minor league baseball team LumberKings.

"Response about the campaign has been phenomenal," stated Steve Yde, marketing director for Wahl Clipper. "Wahl is and always has been about real guys. The LumberKings are an exciting story because they resonate with anyone out there who can appreciate working hard to get what you want. That’s what this campaign is about — working hard and looking your best along the way because in life, every day is game day."

The evolution of Wahl’s Real Guys, Real Grooming campaign includes a new 30-second ad and three new videos that focus on success on and off the field.

The videos include:

  • "No Off Season," which follows three players — catcher Tyler Marlette, pitcher Tyler Pike and outfielder Jabari Henry (who has moved to the High Desert Mavericks) — as they train in their hometowns and prepare for next season;
  • "Game Face," which looks behind-the-scenes at what it takes to prepare the field and players for a game and series; and
  • "Healthy Cut," which shows the softer side by capturing seven of the LumberKings players and coaches shaving their heads to raise money for St. Baldricks and childhood cancer research.

Produced by advertising agency HY Connect, the Real Guys, Real Grooming campaign won a 2013 New Media Award from the New Media Institute. The award recognizes the campaign based on its innovative approach as well as its content and design.

In addition to demonstrating how real guys get ready every day, Wahl’s Lithium Ion grooming tools (hair clippers and facial hair trimmers) are featured in the campaign.

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Target expands Beauty Concierge program to nearly 100 stores

BY Alaric DeArment

MINNEAPOLIS — Target has expanded its Beauty Concierge program in three metropolitan areas across the country, the mass-merchandise retailer said Wednesday.

The company said it implemented the program at 95 stores in New York and New Jersey, the San Francisco Bay Area and Dallas-Fort Worth. Stores are staffed with a beauty concierge, a specially trained, brand-agnostic assistant who answers customers’ questions in the store and provides personalized, detailed and unbiased information about beauty and personal care products.

"We’re thrilled with the early success of the Beauty Concierge program and its expansion to more markets across the country," Target VP beauty and personal care Christina Hennington said. "This uniquely Target program helps guests receive the friendly, personalized guidance they want while purchasing trusted national brands and must-have exclusives at affordable prices."

The program was originally tested in the Chicago market last summer and subsequently launched at stores in Los Angeles, Washington, Baltimore, Minneapolis, Orange County, Calif., and northern Virginia. The program is now available in nearly 300 stores across the country.

 

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