Celebrity colorist Kelly Van Gogh is making the recession work for her with several new at-home hair care and hair color launches.
First, there’s Root Rehab, a permanent color formula designed to help salon clients who can no longer afford root touch-ups, which can cost up to $200 a pop. Root Rehab uses Mica Shine technology, a science that “when applied to the root area, is able to pick up the color on either side of the root area and slightly self adjust to what the current level and tone is in the hair,” says Van Gogh. The root fixer is available in nine shades, which the firm said will match 90 percent of all hair colors, ranging from Light Cool Blonde to Medium Neutral Brown. Along with the dye, the kit includes a professional and reusable 6.5-oz applicator bottle and hair line brush, as well as gloves, which are machine washable. Root Rehab will sell for $39.
Van Gogh has also created Heads Up Highlighting System, a highlighting kit that also uses the mica shine technology in a translucent gel. Heads Up will sell for $49 and includes a reusable professional highlighting wand, mixing bowl, spatula, hair clips, gloves, developer, color booster, gel lightener, shampoo, conditioner and a 1-oz. bottle of Wonderlust Illuminating Tonic, a color enhancer and highlighting controller. The tonic, which will be available for sale alone in December, will sell for $28.
Van Gogh will also be launching several hair care products, including Rich and Delicious, a weekly intensive hair mask, $48; Daily Caviar Shampoo, $28 for 8 oz.; and Daily Caviar Conditioner, 8 oz. for $32.
Root Rehab, Heads Up and the hair care products are slated to launch Sept. 7 in Space NK in the U.S. and London, as well as in beauty emporium Face in Dubai, Abu Dhabi and Beirut on Dec. 1. Industry sources project the items could generate between $4 million and $5 million in sales within the first year.
“Salons are generally recession proof, but not this time,” said Van Gogh.
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