Celebrity hairstylist Ken Pavés aims to add a splash of color to the hair care aisle with a new line of temporary, at-home color drops, as well as with new shampoos and stylers. Ken Pavés Healthy Hair, set to launch July 9 on HSN, has been designed to “promote strong, nourished hair” for a diverse range of hair types. Pavés, a stylist for celebrities such as Eve and Jessica Simpson, will pitch the products on the air. The line, he said, was designed for natural hair textures but also so that all hair types could have “tangibly effortless” red-carpet hair.
This story first appeared in the June 27, 2008 issue of WWD. Subscribe Today.
This is the third line for Pavés, who launched Hairdo Clip-In Extensions with partner Jessica Simpson in October of 2006. Those items are currently sold at stores including Ulta and Trade Secret, and online at Web sites including macys.com and hsn.com. His first venture into hair care was in 2004 with Flawless, a line of shampoos, conditioners and styling items for the mass market. Flawless was discontinued summer 2006.
Perhaps the most innovative item in the new range is the Healthy Hair Boost Up Color Drops, designed to maintain and refresh hair color between salon visits. Available in six shades — black, brown, platinum, honey, beige and red — the color-enhancing drops have several goals. By using two to three drops, users can achieve a gradual, small enhancement to hair color by boosting shine and vibrancy, or by using several additional drops hair color can drastically change, from blonde to red, for example. The color drops can be also used to cover up gray hair for a quick root touch-up. Drops are meant to be mixed into a daily conditioner or a styling product, Pavés said. He added that the color, though temporary, does not rub off onto bedsheets or hands; the color deposit lasts until hair is washed with shampoo. Formulas also incorporate a high UV rays blocker.
“Hair is an accessory to whatever you are wearing,” said Pavés. The balance of the Healthy Hair range include: Daily Shampoo, $22; Conditioner, $22; Curl Balm, $30; Shine Serum, $30; Shaping Spray, $24, and Volumizing Spray, $24. All of these products are ammonia- and paraben-free, made with 100 percent essential oils of white gardenia and citrus, which aim to boost shine and add a light, natural fragrance.
The Ken Pavés Healthy Hair collection is using Naturich Labs for its formulas since the firm is “known for its green manufacturing,” the company said. Hence, no items in the line use petrolatum, propylene glycol, formaldehyde or petrochemicals. However, the aerosol sprays are not manufactured in the same way.
In addition to the new hair care launch, Pavés also operates two salons, one that’s run by his family in Clinton Township, Mich., and one in Beverly Hills, which opened in 2006.
Pavés recently received the 2008 Humanitarian of the Year Award from behindthechair.com’s Stylist Choice Awards. He is best known for his work for epidermolysis bullosa, an acute skin condition, for which he has helped raise $2 million, and Operation Smile, a children’s medical charity.
According to Michael Kleinman, executive vice president of HairUWear, based in Kansas City, Mo., the parent company of Pavés’ brands, “for the balance of 2008, the Ken Pavés Healthy Hair collection is projecting retail sales of approximately $12 million. And then, in 2009, we are projecting $25 million in retail sales.” Products will be available on July 15 in Henri Bendel, where Pavés plans to make appearances July 24 and 25. Nationwide rollout is set for early fall to Ulta, Macy’s and Trade Secret/PureBeauty.