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.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over the top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty