By  on September 12, 2007

LONDON — Kate Moss has collaborated with her hairstylist friend James Brown on a hair care line dubbed James Brown London.

The 16-unit collection of care and styling products will bow in the U.K. in October. Moss and Brown own stakes in the brand, which is also backed by a private investor. The model had a hand in numerous elements of product development, including the line's advertising campaign. "She art directed the shoot," said Brown.

Sporting her signature elegantly disheveled hairstyle, Moss also stars in the black-and-white print ads, which were photographed by Pietro Birindelli. "How I like Kate best is supersimple," said Brown.

Moss and Brown, a high-profile stylist who had his first Vogue cover credit at age 22, have been friends for years. Both grew up in Croydon in South London and met before they had made names in the fashion industry. "We're like brother and sister," said Brown, whose other celebrity clients include Sarah Jessica Parker, Gwyneth Paltrow and Gisele Bündchen, as well as David and Victoria Beckham.

Brown decided on an easy-to-understand concept for the hair line. "The range is very simple and very easy," said Brown. "People are getting sick and tired of information that they don't understand."

"It's a performance-led proposition that's natural where possible," added Quentin Higham, one of the brand's directors. "One of the main values is simplicity. Through the look, feel, packaging and language used we tried to be very clear."

The James Brown London products' pared-down packaging is white and features product names and claims in black. Shampoos, conditioners and masks feature screw-top nozzles in lieu of removable caps. The product lineup was also kept deliberately simple, with shampoos and conditioners available in four formulas, each created for a different hair type. Every formula is denoted by a number — one, for dry hair; two for combination; three for chemically treated, and four for fine. The line also includes a moisture mask and an intensive mask.

Brown, who had spent years blending different brands' products to achieve the textures he wanted while working on photo shoots and runway shows, is particularly proud of the six-unit styling range. It comprises Styling Balm, Smoothing Balm, Hairspray, Curl Enhancing Conditioner, Heat Styling Protector and Serum.The products' formula ingredients include murumuru butter, nettle, watercress, white tea and wheat germ. Its fragrance, which was developed by International Flavors & Fragrances Inc., was inspired by the Irish countryside, where Brown has a home. The scent features notes of rose, fern, amber and cedarwood, as well as bluebell, Moss' favorite smell.

All James Brown London products, including 250-ml. tubes of shampoo, will retail for 5.99 pounds, or $12.16 at current exchange, with the exception of 150-ml. tubes of Intensive Mask, which will go for 7.99 pounds, or $16.22.

"For me it was a top priority that everyone could afford it," said Brown. "I don't believe the more expensive a product is the better it is."

Industry sources estimate the line, which will launch in Boots the Chemists stores in the U.K. and Ireland next month, will generate first-year retail sales in the region of 5 million pounds, or $10.2 million. International rollout plans are also in the works.

"We have aggressive growth plans," said Higham. Single- and double-page ads will support the brand, as well as a viral campaign on sites like YouTube. The brand is part of Moss' expanding portfolio of business interests, which include an apparel collection introduced with Topshop earlier this year and a fragrance created with Coty Beauty, a division of Coty Inc., which bowed this month.

She's not the only model to dabble in hairstyling. Erin O'Connor and Helena Christensen recently unveiled Model.Me, a 15-unit line of hair care and styling items, created with salon chain Toni & Guy.

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