DALLAS — Christi Harris, a pioneer of the cosmetic makeover during the early Seventies, is quietly bringing her style of relationship selling to specialty stores.
Harris has a solid reputation in Dallas, where she has an eponymous store and makeover center at the Galleria mall that sells her extensive line of treatment and color products. She also sells directly to a base of 15,000 consumers via mail and the Internet.
With an eye toward gaining broader exposure, Harris opened a showroom in January at the Dallas Market Center to pitch her body, hair and skin potions to retailers. About 15 independents have picked the lineup, and Nordstrom this summer placed her treatment collections in three of its Texas stores — Houston, Austin and Plano.
“Our customers love the product,” enthused Kelly Rothschild, beauty buyer for 12 Nordstrom stores in Texas, Georgia and Florida.
“Christi is a very involved vendor who is in the stores promoting her line. We are absolutely looking at expanding it to other stores, and Texas is where we would look first, because that is where she is and can support the line,” Rothschild said.
For Harris, who built her business doing clinics and classes, there is no point selling treatment products unless the client knows how to use them correctly. She has staged six all-day events at Nordstrom, in which she has taught skin theory or used a machine to analyze hair. Thirty to 40 women attended each appearance, she said.
“You have to build a customer base and get your name out, and we spend 30 minutes with each woman who comes to our events,” said Harris, claiming 95 percent of the women bought products after a consultation. “If you have good products, you have to educate them on how to use them correctly. If they use it wrong, they will think it’s not working, and it winds up in their drawer. I would rather not go in so many stores so fast but get repeat sales.”
The hair care has been a bestseller, partly since all seven products add up to just $87, including two different shampoos, a conditioner, a detangler, a protein treatment spray, a vitamin treatment cream and a styling spray gel. All are 8 oz. except for the protein and vitamin treatments, which are 4 oz.
Issa Rae stopped by WWD's NYC headquarters to talk about season two of "Insecure," which premieres this Sunday on HBO. Click link in bio for all the details. #wwdeye (📷: @jgreenery; Styled by @mayteallende)
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"