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The line's advertising campaign is centered on Hudson, who traveled with Babaii to South Africa in November to be filmed and photographed with animals by Peter Lindbergh. Ads will begin to run in June and July print publications and on television.
The initial launch will be followed up in August and September with 14 additional items that concentrate on deep conditioning and styling. Tools will be also be part of lineup in the future, and Babaii mentioned one curling iron that will sense when it gets too close to the scalp. Babaii and Hudson are not stopping with hair: Makeup, skin care, pet products and perhaps even kids' clothes are on the horizon.
The initial launch will be followed up in August and September with 14 additional items that concentrate on deep conditioning and styling. Tools will be also be part of lineup in the future, and Babaii mentioned one curling iron that will sense when it gets too close to the scalp. Babaii and Hudson are not stopping with hair: Makeup, skin care, pet products and perhaps even kids' clothes are on the horizon.
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