For Valery Joseph, long hair begins with strong hair.
Exclusive to Barneys and Valery Joseph’s four salons for six months, starting Monday, Long by Valery Joseph, the salon veteran’s first line of hair-care products, is aiming to strengthen consumer’s long locks while fortifying its retail footprint.
“My expertise is in long hair,” said Joseph, “but my struggle is most hair gets to a certain length and loses its thickness.”
The 10-piece collection — which consists of four shampoos, $36 each; three conditioners, $38 each; two treatment masks, $50 each, and an oil, $45 — features a proprietary blend of ingredients called smart keratin that is designed to detect weakness and breakage in the hair through ionically charged molecules. The molecules attract the keratin protein and is said to build depth and durability in hair.
“The Long by Valery Joseph products are of amazing quality and come in beautiful packaging — the line really stands out from others’ hair-care brands, which is something our customer appreciates,” said Bettina O’Neill, vice president and divisional merchandise manager of cosmetics and fragrances at Barneys New York. “We expect that in time, the product will be in line with some of our top performing hair-care businesses.”
Inspired by the movement of hair, Long by Valery Joseph includes packaging created by design firm Studio Dror. The items are housed in tall bottles with black-and-white hand-drawn graphics depicting a variety of hair types. Each product category, from thin to colored hair, is categorized by a swath of color.
“I wanted the packaging to stand up behind the story of the product,” he said. “When I met with Dror [Benshetrit, owner of Dror Studio], I told him how I wanted the hair to have movement. It reflects the quality [of the products] and ingredients.”
Come July, Joseph will expand the line by launching a styling collection including a thickening mousse, hair spray, split-end repair and a dry shampoo, which will also contain the brand’s proprietary ingredient.
“I [recently] expanded my presence at the Blow Dry bar at Barneys,” said Joseph. “It’s the perfect time to launch my new hair line.”
The range, expected by industry sources to generate $5 million in its first year at retail, will launch in 10 Barneys doors and Valery Joseph Salons. Following its six-month exclusive with the retailer, Long by Valery Joseph will expand distribution in October at Fred Segal and on Net-a-porter.