By  on August 7, 2009

Frederic Fekkai is putting a spotlight on his top-three selling ranges with new packaging, new formulas and a subbrand that puts them all under one umbrella collection, Fekkai Advanced.

Comprising approximately 40 percent of Fekkai’s overall sales are items within the Brilliant Glossing, Salon Technician Color Care and Full Blown Volume lines, some of which were launched as long as 15 years ago, said Julie Woffington, manager director for Fekkai.

“Some haven’t had formula or packaging changes in that long,” she added.

Each range has received upgrades relative to its intended end benefits.

Glossing, for example, uses a new microencapsulation technology that aims to coat the hair more evenly. The range includes a shampoo, conditioner, a Brilliant Glossing Cream and a Sheer Shine Mist.

Salon Technician now utilizes a new, positively-charged silicone polymer to coat the hair to preserve color. Formulas also use Fekkai’s Triple Color Protection Complex and infuse it with galanga root, a natural UV protectant, to help shield hair from color-fading rays. Salon Technician includes a shampoo, conditioner, an Anti-Fade Top Coat and a Rapid Results Moisture Mask.

Full Blown Volume received the biggest upgrade, Woffington said, as its formulas now use baobab leaf extract, which binds and infuses each hair strand, as weightless polymers coat them to deliver volume. A new lime-mint fragrance has also been added to the range, which includes shampoo, conditioner and Lifting Hairspray.

All items within Fekkai Advanced sell for between $20 (for select styling items) to $23 (for the balance of the line).

Hairstylist Frederic Fekkai said the upgrades are in line with his mission to be the first to offer consumers an unparalleled skin care experience for their hair, especially as texture has taken upmost importance due to the growth in hair colorants and chemical treatments, which strongly affect hair health and appearance.

“From the beginning, it was about being different and about consumer perception. When I get working with the chemist I want it to feel and look like skin care. That’s the great distinction,” said Fekkai.

The Fekkai research and development group “did not completely abandon the technology” that had helped make each line so popular, Woffington said, but instead infused a combination of nature and technology in each range to update it and make it more relevant in today’s marketplace.

Additionally, the Fekkai Advanced subbrand helps “differentiate it from any other collection and makes it more luxurious. You see a big departure,” from the old ranges, said Woffington.

To help support the launch of Fekkai Advanced, which enters Saks Fifth Avenue, Neiman Marcus, Sephora, Nordstrom, Bloomingdale’s and Lord & Taylor this week, Fekkai is hosting a “shampoo swap” with Saks Fifth Avenue nationwide on September 17. The program allows consumers to bring in any full-size shampoo they use to get one free full-size Fekkai Advanced Shampoo of their choice. Fekkai also created a two-minute promotional reel, “Wear Your Hair,” filmed by famed fashion photographer Peter Lindbergh. The film features Fekkai and several models crafting and creating the looks seen in the ads that launch in September beauty magazines. Fekkai’s Web site, which began retailing products six months ago, relaunched on Thursday as well.

Fekkai operates seven salons, with another scheduled to open in the next month in The Mark Hotel located on Manhattan’s Upper East Side. The Fekkai salon in Beverly Hills will be closing in October as its neighboring Melrose Place location expands with another floor to accommodate its sister salon’s clientele.

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