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HSN Gets Upscale Sally Hershberger Line

Sally Hershberger is launching a hair care line befitting her luxury image.

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Sally Hershberger is launching a hair care line befitting her luxury image.

This story first appeared in the March 5, 2010 issue of WWD.  Subscribe Today.

On Monday, Hershberger, who charges $800 for a haircut, will launch Salon, a five-item styling line she said is so light, formulas won’t leave a residue on hands or hair, but are powerful enough to help users create a specific end look.

“I have combined a lot of products over the years to help me get certain looks, and what makes Salon different is the technology that allows you to get the results you want in one product and still have it be very lightweight,” said Hershberger from her Meatpacking District salon, where she playfully said she “tortured” her stylists over the past year in getting their feedback for formulations.

Salon gives Hershberger a “tremendous opportunity to reach a new audience,” said Lynn Emmolo, chief executive officer of Sally Hershberger Professional Hair Care. Hershberger’s mass hair care line, Supreme Head, is sold in Ulta, Duane Reade and Ricky’s NYC; it was cut from Walgreens’ 2010 planogram about two years after it made its debut.

Hershberger is passionate about Salon, which includes Texture Blast, a sheer mist formulated to create body and fullness; Mineral Spray, which uses hematite, smithsonite and malachite (instead of salt) to create texture and movement; Luxe Layers, a thermal hair protectant that uses polyquaternium-55 to soften and smooth hair; Shape Up, for fine hair, which the firm claims is the first product to use a skin care-inspired cationic plumping system and marine collagen to build body while strengthening hair from root to tip, and Smooth Fix, a weightless finisher.

Salon stylers will sell for $24 each.

Hershberger admitted that her entry into prestige hair care — which follows her mass line — is opposite from how most approach the hair care category.

“I am doing it backwards. But for me the mass market has changed a bit. Today everyone, with the recession, had to slice their prices. And [Supreme Head] was the most expensive in some of those stores. I can’t become that person [who discounts] yet.”

Emmolo added that HSN allows Hershberger to show how she uses the products and how she really changes a person’s whole look before viewers’ eyes.

Hershberger said the experience is much different from creating styles for models, who generally have beautiful, healthy hair.

“On HSN, I’m working with women with bad hair. The woman that watches can relate to that. It’s very real. You can’t fake it. For sure it’s the hardest thing I’ve ever done.”

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