Coty In­tro­duces Two Groom­ing Lines

WWD Digital Daily - - News - BY SAN­DRA SALIBIAN

Seb Man and Sys­tem Man pro­fes­sional hair-care ranges will launch at Garage Italia space in Mi­lan to­day.

MI­LAN — Coty Inc. is step­ping up its game in men’s beauty launch­ing two groom­ing lines as part of its Pro­fes­sional Beauty divi­sion.

Named Seb Man and Sys­tem Man, the ranges are the men’s coun­ter­parts to the com­pany’s ex­ist­ing hair- care brands Se­bas­tian Pro­fes­sional and Sys­tem Pro­fes­sional. In ad­di­tion to these, Coty Pro­fes­sional Beauty in­cludes in its port­fo­lio Wella Pro­fes­sion­als, Londa Pro­fes­sional, Sas­soon Pro­fes­sional, OPI and Ghd, among oth­ers la­bels.

“We had groom­ing brands in our mind for a long time but, to be spe­cific, in 2016 we re­ally ac­cel­er­ated…on both projects,” Ran­dall Chin­chilla, Coty Pro­fes­sional Beauty global vice pres­i­dent of in­flu­encer mar­ket­ing, told WWD.

“In 2016, we were look­ing at trends, and in the pe­riod be­tween 2016 and 2020, the size of the groom­ing mar­ket is set to triple,” Chin­chilla con­tin­ued. He added that the choice to in­tro­duce two lines si­mul­ta­ne­ously “is be­cause we have very strong propo­si­tions that are an­chored in very dis­tinc­tive in­sights and mi­cro­tar­gets,” in ad­di­tion to tele­graph­ing the com­pany’s com­mit­ment and con­fi­dence in gain­ing trac­tion “in a su­per-fast grow­ing mar­ket.”

In par­tic­u­lar, Seb Man will en­able Coty to strengthen its pres­ence in the boom­ing busi­ness of bar­ber­shops with its 12-item range of hair- care, styling and groom­ing prod­ucts tar­get­ing Mil­len­ni­als and the

Gen Z gen­er­a­tion. More widely, Chin­chilla de­fined the brand’s tar­get as the “slasher cul­ture,” mean­ing those jug­gling mul­ti­ple ca­reers and pas­sions and re­fus­ing “to be cat­e­go­rized and la­beled.”

To adapt to this mod­ern male con­sumer’s de­mands, the line of­fers has­sle-free and on-the- go prod­ucts in­clud­ing The Mul­ti­tasker 3-in-1 hair, beard and body wash suit­able for all hair types, The Hero ver­sa­tile liq­uid wax pro­vid­ing a sleek fin­ish, high hold and shine and The Gent mois­tur­iz­ing and cool­ing af­ter-shave sooth­ing balm, among oth­ers.

With prices rang­ing from ap­prox­i­mately $29 for The Hero to

$40 for The Mul­ti­tasker, Seb Man will de­but this month in Bel­gium and the Nether­lands, closely fol­lowed by the

U.K. At the be­gin­ning of 2019, it will be in­tro­duced in France, Spain, Por­tu­gal and Italy, reach­ing a to­tal of 70,000 Eu­ro­pean doors in its first year. The roll­out will hit the U.S. in March and be com­pleted in the se­cond half of 2019, when the range will be dis­trib­uted in East­ern Europe, Turkey, Aus­tralia and South Africa.

“We had lim­ited to no pres­ence in bar­ber­shops, and [they are] grow­ing around the line of 15 per­cent just this year, so [they are] cer­tainly some­thing we want to be a part of, also be­cause there’s been a sort of new en­ergy be­hind, a new ex­cit­ing move­ment,” said Chin­chilla, adding they will be more and more at the cen­ter of Coty’s fu­ture strate­gies in the men’s cat­e­gory. “Right now we’re look­ing at po­ten­tially col­lab­o­rat­ing with in­flu­en­tial bar­bers, we’re talk­ing in early days but that could take many dif­fer­ent av­enues,” he said.

The com­pany has named 22-year-old Aus­tralian hair­styl­ist Ai­den Xy­dis as Seb Man’s global creative artist. Res­i­dent prin­ci­pal bar­ber and men’s hair spe­cial­ist in The Men’s Groom­ing Room of Valonz in Padding­ton, Aus­tralia, Xy­dis ul­ti­mately em­bod­ies the line’s mul­ti­fac­eted man as he de­scribes him­self also as a tat­too artist and dig­i­tal ad­dict.

Coty tapped three In­sta­gram per­son­al­i­ties to front Seb Man’s ad­ver­tis­ing cam­paign. Shot in Los An­ge­les and flanked by a short video de­but­ing on so­cial me­dia this week, the black-and­white images por­tray Bri­tish model, biker and pro­ducer Billy Hux­ley, French BMX rider-cum-film­maker-cum-ris­ing ac­tor Matthias Dan­dois and New York-based blog­ger, writer and men’s wear stylist Denny Bal­maceda.

Re­flect­ing the di­ver­sity in na­tion­al­i­ties and pas­sions, the three am­bas­sadors also count a dif­fer­ent fol­low­ing on so­cial me­dia, rang­ing from the 378,000 fol­low­ers of Hux­ley to the 78,000 fol­low­ers of Bal­maceda.

“We were not re­ally look­ing for peo­ple who had mil­lions of fol­low­ers but for the most im­por­tant thing for us, which is au­then­tic­ity. So peo­ple who re­ally con­nected with the brand, be­lieved in it and ac­tu­ally were the tar­get we are go­ing af­ter,” said Chin­chilla, un­der­scor­ing that “it’s far more au­then­tic and rel­e­vant to do it that way, than just fo­cus­ing on reach.”

On the other hand, the Sys­tem Man line’s dis­tinc­tive­ness lies in of­fer­ing a pre­mium ex­pe­ri­ence through cus­tomiza­tion.

An­chored in science, the nine-item range of hair- care and styling prod­ucts has been de­vel­oped start­ing from the in­sight that hair is unique to each per­son — sim­i­lar to fin­ger­prints — and does not only con­tain ker­atin and pro­teins, but also lipids, which is the build­ing block of hair and re­spon­si­ble for its man­age­abil­ity and re­spon­sive­ness.

Start­ing from this as­sump­tion, the Sys­tem Man’s En­er­gyCode map­ping tool has been de­signed to di­ag­nose each con­sumer’s hair types in pro­fes­sional sa­lons by trained ex­perts. Af­ter the hair map­ping, the ex­perts pre­scribe clients a cus­tom­ized com­bi­na­tion of prod­ucts from the en­tire Sys­tem Pro­fes­sional range, which of­fers more than 262 mil­lion to­tal com­bi­na­tions.

Key prod­ucts of the Sys­tem Men line in­clude the En­ergy Sham­poo, cleans­ing hair and scalp; the Hair & Beard Con­di­tioner pro­vid­ing smooth­ness to hair and beards; the Hair & Beard Oil of­fer­ing them light­weight mois­tur­iza­tion and specif­i­cally de­signed for man­age­able shine, anti-frizz, and smooth­ness and the styling Wax Po­made pro­vid­ing struc­tured def­i­ni­tion and hold with a nat­u­ral shine ef­fect.

With prices rang­ing from ap­prox­i­mately $26 for the En­ergy Sham­poo to $34 for the Hair & Beard Con­di­tioner, the line will de­but this month in pre­mium sa­lons in Europe, where it’s set to reach 5,000 doors in the first year. The roll­out will be con­se­quen­tially ex­panded and com­pleted next year, reach­ing Ja­pan and the U.S. in the se­cond half of 2019.

In ad­di­tion, the Hair & Beard Oil prod­uct is at the core of a lim­ited- edi­tion Coty Pro­fes­sional Beauty de­vel­oped in part­ner­ship with Ital­ian en­tre­pre­neur Lapo Elkann.

Chin­chilla ex­plained the com­pany was look­ing for a col­lab­o­ra­tion rel­e­vant to the brand and true to its ul­tra-per­son­al­iza­tion el­e­ment, which ex­ec­u­tives found re­flected in the Garage Italia project Elkann founded in 2015 to of­fer a high-end cus­tomiza­tion ser­vice for the mo­tion in­dus­try. Elkann hap­pen­ing to be al­ready a Sys­tem Pro­fes­sional cus­tomer was a plus lead­ing him to his first cap­sule for a men’s groom­ing brand.

Re­named Blu­nique by Lapo and re­tail­ing at $29, the Hair & Beard Oil has been re­vis­ited in its pack­ag­ing, which trades the line’s sig­na­ture green color in fa­vor of the two Pan­tone shades of blue re­cently copy­righted by the en­tre­pre­neur, called Az­zurro Lapo and Blu Garage, com­bined in a her­ring­bone pat­tern. Flank­ing the prod­uct, Elkann also de­signed an ex­clu­sive pocket square of the same pat­tern, avail­able for sa­lon clients as a gift with the pur­chase.

To fur­ther ce­ment this part­ner­ship, both the Seb Man and Sys­tem Man lines will be of­fi­cially launched to­day at Elkann’s Garage Italia space in Mi­lan, a 18,300-square-foot venue opened last year and hous­ing the cus­tomiza­tion ser­vice for cars, mo­tor­cy­cles, air­planes, he­li­copters and boats, along with a bar and a res­tau­rant by Miche­lin-starred chef Carlo Cracco.

The Seb Man am­bas­sadors Hux­ley and Dan­dois are ex­pected to at­tend the event, along with Xy­dis and Se­bas­tian Pro­fes­sional’s face Poppy Delev­ingne.

Seb Man prod­ucts.Sys­tem Man prod­ucts.

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