Jonathan Product is introducing a line of Ionic Balance products for severely dry, damaged and chemically treated hair.
"This is a line of antiaging and restorative conditioning products that help with styling, but don't weigh the hair down," said Jonathan Antin, celebrity hairstylist and founder and creator of Jonathan Product.
Industry sources predict the Ionic Balance collection will generate $3.5 million in first-year retail sales. The brand is estimated to generate $20 million.
Ionic Balance enables consumers to shampoo, condition, create and finish styles in a four-step system. The vegan and sulfate-free hair care collection includes IB Purifier Anti-Aging Restorative Shampoo and Conditioner, IB Revitalizer Overnight Oil Treatment Spray and IB Shield Humidity Lock-Out Shine Spray.
IB Shield will launch in Sephora in a three-month exclusive in May, while the rest of the collection will debut in August in its full distribution. Ionic Balance Technology infuses the products with ionic crystals, mineral peptides and antioxidants, designed to address overprocessed, dry and color treated hair. Two ionic crystals, tourmaline and amethyst, used in the formula, are designed to reduce frizz and static, enhance shine and increase the manageability of hair. Tourmaline also emits infrared energy, which increases circulation to the scalp to promote hair growth.
"We're using the technology found in ionic dryers, straighteners and other styling tools and incorporating it into a liquid formula," said Jessica Waskewich, Jonathan Product's director of research and development.
IB Shield, $32, is a mist that minimizes frizz, locks out humidity, adds shine and protects the hair and scalp from damaging environmental effects. IB Revitalizer, $44, is an overnight oil treatment spray that strengthens, conditions and improves shine. Shampoos and conditioners will sell for $24 and $28, respectively.
Less than two years ago, the brand debuted in select Sephora stores and QVC. With 29 stockkeeping units, including the new items, Jonathan Product is sold in about 600 doors, including all Sephora stores, QVC, select Bath & Body Works, C.O. Bigelow, Pure Beauty, Ulta and independent specialty boutiques. Jonathan Product is also available on beauty.com and Victoria's Secret online.
The company is planning to expand into high-end U.S. retailers and internationally, said Stan Platek, Jonathan Product's chief executive officer. Last month, Jonathan Product launched in the U.K. through HQUK, both in the retail store and online. In May, the company will launch in high-end salons throughout Norway and other parts of Scandinavia. The company is looking to further expand in the U.K., in addition to Latin America and Australia by the end of next year.
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