Hairstylist Jonathan Antin, the former star of “Blow Out” and judge on “Shear Genius,” is headed back to television as brand ambassador for Black 15in1.
Black 15in1 will launch on ShopNBC with appearances by Antin on Thursday and Friday before the brand will return to the channel on Aug. 17 and Aug. 22. Over the four days on ShopNBC, Black 15in1 is expected to generate $500,000 to $750,000 in sales, according to Larry Gaynor, president and chief executive officer of Black 15in1 marketer TNG Worldwide.
Gaynor suggested Antin’s “dynamic personality” would help drive Black 15n1’s sales on television. “He is a hairdresser that has celebrity clientele. People call him from all over the world for his expertise. We wanted someone that has that sort of reputation to stand behind Black 15n1,” he said.
Beyond his appearances for Black 15in1 on ShopNBC, Antin plans to get involved with the brand’s product development. “There isn’t anything that can compete with its benefits and simplicity. That’s why we call it in 15n1, because it has 15 benefits in one bottle,” he said. “In my opinion, it’s the next generation of hair care.”
Antin’s work with Black 15in1 isn’t the only thing on his plate at the moment. He continues to be a spokesman for Conair’s hair tools and is scheduled to open a Beverly Hills salon as early as the end of October with a partner he declined to disclose. On top of that, he is shopping a pilot called “Hairapy” he described as a talk show filmed inside a salon produced by Juma Entertainment.
ShopNBC will feature Black 15in1’s bestselling Miracle Hair Treatment, which is $20 for a 3.3-oz. bottle, as well as its Miracle Hair Conditioner priced at $22 for 6.6 oz. and its Miracle Hair Shampoo priced at $20 for 6.6 oz. ShopNBC will also sell a travel kit with three pieces at an introductory price of $18.
Gaynor said Black15in1 is currently available at 3,000 salons in the U.S. and Canada, and the brand is on track to generate $4 million to $5 million in retail sales this year, excluding sales from its ShopNBC appearances. Although he stressed the brand will always center upon a three-step system involving its shampoo, conditioner and treatment, Gaynor said it would add a hair spray next year and a mask in 2014.
Some salon professional brands that have hit shopping channels have encountered backlashes from salons that want their products to remain exclusive to salons, but Gaynor isn’t worried. “Maybe five years ago, 10 years ago, it was a concern,” he said. “Salons see the retail as helping. Ulta, for instance, now sells virtually every hair care brand, typically at prices less than at salons, but, yet, the brands have experienced tremendous growth. Our distributors and salons are actually very excited about this because all these women are going to see Black 15n1 on TV.”