Borghese Breaks Into Hair Care Category

The company, which in January introduced its first hair care collection, a women’s range, is preparing to launch a men’s hair line this fall.

A look at Borghese's Professional Hair Care line for men.

With a history that spans over seven decades, beauty brand Borghese is moving forward, but not without looking back.

This story first appeared in the April 20, 2012 issue of WWD.  Subscribe Today.

In January, the company, which until then had specialized primarily in skin care, cosmetics and spa products, introduced its first hair care collection, a women’s range called Borghese Professional Hair Care, created in conjunction with Primary One Brands. Next up is a men’s hair line, launching this fall in 2,500 CVS, Duane Reade and Target doors. Industry sources believe the addition of the hair care category could add $10 million to the company’s portfolio by the year’s end.

“We wanted to maintain the integrity of the brand and translate it into hair care,” said Anthony Eluk, president and chief operating officer of Primary One Brands. Founded in 1956 by Princess Marcella Borghese and Revlon founder Charles Revson, the company has had a rich history. Members of the Borghese family — which rose to prominence in the 13th century — included nobility and high-ranking clergy. The beauty brand was born based on heavily guarded secret recipes, created from fruits and other natural ingredients found in the Borghese Botanical Garden. “Typically you have premium brands in department stores, segregated to a certain income, which doesn’t give access to all consumers for these kinds of products,” said Eluk. “We’ve taken the salon technology and the brand’s proprietary actives to make a line that performs and is consumer friendly.”

Comprised of botanically-enriched cleansing and styling products including Daily Shampoo and Conditioner, Styling Hair Gel, Fibre Styler, and Pomade, Borghese’s newest range — like its sister collection — is meant to address the customer’s desire for performance, affordability and simplicity of message.

“These products fit into the ‘wash and wear’ mentality,” said Eluk. To that end, the men’s products are said to be gentle enough for frequent use and offer both “volumizing and conditioning” benefits.

Priced between $13 and $18, the formulas also contain exclusive botanical blends found in Borghese’s skin care and cosmetics offerings, namely the brand’s mineral-rich Acqua di Vita (water of life) Living Water Complex, which is utilized in all Borghese products. Sourced from the spa waters in Montecatini, Italy, it is said to help oxygenate skin, lock in moisture, and provide antiaging benefits.