Just a month after Frédéric Fekkai launched an at-home glaze to boost hair color and add shine, the hairdresser to the stars is unveiling another item associated with color: an at-home hair color kit, one that the company is positioning as the first prestige item of its kind.
Meridith Gray, Fekkai's executive director of marketing, said the kit was not designed to target Fekkai's salon customer. Instead, it targets at-home colorers, who make up 59 percent of the U.S. market, according to a quantitative study through Ipsos-Insight, provided by Procter & Gamble, Fekkai's parent.
"Now they will have a premium opportunity," she said.
Entering select Bloomingdale's and Ulta stores in August, Fekkai Salon Color, an at-home permanent hair color kit, introduces several new elements to the color world. For starters, the delivery system of the color — a professional looking brush — aims to make application more precise than traditional bottle systems, complete with a pointed end to carve out hair sections.
Then there's the blending technique, which will instruct consumers to mix solutions in a supplied bowl, as opposed to rigorously shaking contents in a container. The bowl, said executives, was designed to look like an artists' palette, and the brush "gives a much more controlled application," said colorist Tammy Sherman, creative director, Frédéric Fekkai Fifth Avenue in Manhattan.
As instructions point out on a brochure tucked inside the white and periwinkle boxes, Sherman advises users to create four sections of hair, two in the front and two in the back, to best reach roots. She added that while the system is quite simple to use, a seven-day-a-week consumer call line will go live at the end of July and will be manned by professional colorists familiar with Fekkai Salon Color. An e-mail address (still to be determined) will also help out with questions. In August, a microsite at fekkai.com will be developed so users can view an instructional video on the color.
The color's formula apparently warrants both a brush and a bowl, since it uses rich ingredients such as olive, illipe and lemongrass butters, making it too thick to squeeze through the small holes of traditional bottles. To soothe the scalp, formulas also include rosemary, lavender, nettle and clove flower extract.The thicker potion, added Sherman, adheres to hair better because of its viscosity. In addition to a formula that executives said improved softness, silkiness and shine by 40 percent in clinical studies, a pre- and post-conditioning treatment is also included in the kit. The pre-treatment contains proteins to target hair ends and dry patches so these areas do not absorb too much color. A post-treatment conditions hair and can be used weekly for about eight weeks. Gloves are also included in the box.
The color, which will sell for $30, could generate between $1 million and $5 million in its first year on shelves, according to industry sources. The kits will be available in 20 different shades and will be merchandised on custom-made shelving units, which have hair swatches for consumers to touch and feel and to make shade selection easy.
The units will also bear the Fekkai logo and the aforementioned Salon Glaze, which retails for $28. Fekkai hair care distribution will carry on as usual at its various retail partners, which include Bloomingdale's, Nordstrom, Neiman Marcus and Sephora.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews