Cutler to Launch Pure + Natural Line

Rodney Cutler is ready to take on natural products — and HSN — this spring with Pure +, his new hair care line.

Rodney Cutler’s new Pure + line.

Rodney Cutler is ready to take on natural products — and TV selling — this spring.

This story first appeared in the January 29, 2010 issue of WWD.  Subscribe Today.

Cutler is expanding his reach into the natural category with Pure + Cleansing Conditioner, set for an April launch on HSN. That product will be the leading edge of Cutler’s new Pure + line, which will be expanded to include styling products later this year. It also marks Cutler’s first appearance on HSN.

“We’ve had so many requests for paraben-free, sodium lauryl sulfate-free products that now seemed the perfect time to enter that category,” said Cutler, who owns two salons in Manhattan and a third in Miami. Cutler is a longtime partner of and brand ambassador for Redken. He also creates looks for Ulta, is a contributing grooming columnist for Esquire Magazine and blogs at RachaelRay.com (she is a longtime client). Cutler launched his first eponymous hair care products in 2005.

Cutler, who is previewing the Cleansing Conditioner in Grammy Awards gift suites this week, noted the product also provides practical support for a philosophy he has tried to teach his clients: not to wash their hair every day. “It fries your hair to wash it and blow it dry every single day,” said Cutler. “But this product allows the best of both worlds, because it is a conditioner with cleansing benefits.”

Pure + Cleansing Conditioner contains olea europaea fruit oil, designed to nourish and repair the hair; aloe barbadensis leaf juice for its moisturizing and shine properties; panthenol, intended to reduce split ends and seal in moisture and hair color; rosmarinus officinalis as a cleansing toner and astringent; avocado and sweet almond oil to soften and smooth hair, and hydrolized wheat protein to strengthen the hair and impart elasticity.

The product, which will retail for $22 for 16 oz., will have a two-tiered launch: first on HSN, and this fall in approximately 300 salon and specialty store doors.

While Cutler declined to discuss sales projections, industry sources estimate the product would do at least $3 million at retail in its first year on counter.

Cutler is also enthusiastic about the opportunities which HSN will bring to his business. “There is no better way to speak directly to your consumers and tell your story,” said Cutler. “These days, clients aren’t just going to buy a fancy bottle. They want to know what is in the bottle and how to use it properly. For a young brand like ours, exposure of this type is even more important. We can demonstrate our benefits to millions of potential consumers at once, and raise awareness of our salons and products.”

Next up in Cutler’s Pure + line: paraben-free smoothing balm and thickening lotion; his core line will gain Style Tattoo, a shine spray with barrier protection, later this spring. “I started formulating products to plug holes, not to do the same thing as everyone else,” said Cutler. “I’m trying to create things that don’t currently exist on the market.”