Celebrity hairstylist Nick Chavez is taking his hair care collection to the masses in a new retail partnership with Ulta, in addition to giving his line a makeover with new packaging.
Chavez first launched his collection under the Nick Chavez Perfect Plus brand name 13 years ago to fill a void in the market for products designed for all hair types.
"I made sure everything worked across the board on all hair types from thin to thick hair," said Chavez.
Starting next month, Chavez's repackaged line will be available in 225 Ulta stores and on Ulta's Web site. Among the 15 items to be included on shelves will be Chavez's trademark nourishing shampoos, volumizing conditioners and thickening styling products. To support the launch, Chavez will be making personal appearances in stores in Chicago and Arizona to help educate consumers on the line.
Although executives wouldn't comment, industry sources estimate the Nick Chavez Beverly Hills hair care franchise will generate more than $35 million by the end of year. Chavez said he hopes the new partnership with Ulta will increase business by 30 percent.
After launching on QVC 13 years ago, Chavez began selling his hair care line in his Beverly Hills salon, which he opened 10 years ago. The brand now has an international presence on QVC in Germany and on Canadian shopping network The Shopping Channel. He has plans to launch on QVC in Japan this October.
"With over 13 years on QVC, Nick has become a seasoned pro and has placed himself among the top hair care brands available on QVC," said Allen Burke, QVC's director of beauty merchandising. "His passion for his profession and the products are evident with each appearance."
The line contains more than 100 styling, maintenance and enhancement products that are categorized in four different collections — Volumizing, Thickening, Nourishing and Amazon. Items range in price from $16 for the Nourishing Shampoo to $23 for the Volumizing Extra Hold Hairspray.
By making the line available in Ulta stores, Chavez hopes to make his products more accessible to the masses. According to Chavez, the company has additional plans to build the brand in traditional retail channels both in the U.S. and internationally."We wanted to make our products more accessible to everybody," said Chavez. "This will take us to next level and will help us build awareness to the quality brand I created, which blends ancient traditions with modern-day technology."
According to Chavez, the company also feels the new partnership with Ulta will help the brand attract new consumers.
"We're hoping this attracts a new type of consumer who maybe were less familiar with my products since they didn't shop on QVC," said Chavez.
Educated on Native American pharmacology by his Yaqui Indian grandmother, the Mexican hairstylist incorporated ancient traditional remedies into his formulas with herbs, flowers and other plant ingredients.
"Since I'm both Latino and Native American, I'd look to ingredients from ancient traditions in both cultures and mix it together with modern technology," said Chavez.
Chavez's styling talents can be traced back to his days working on his father's ranch grooming horses. Chavez was confident that if he could work with horses' manes, he could work with people's hair as well.
"I didn't have electric clippers, so I learned how to cut tails and inside noses and ears with my mother's scissors and made it look like it had just been done with an electric clipper," said Chavez. "I figured if I could do horses, I could definitely do people."
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