By  on May 23, 2008

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.

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