Frédéric Fekkai aims to make styling easier for consumers this fall with the debut of Coiff, a collection of multifunctional styling products.
Launching in September, the collection contains eight products separated into pre-style, style and finish categories. To address the hair's texture and shine once it's blown out, the pre-style products are designed for wet hair, style products for damp hair and finish products for dried hair. Scented with tea and violet leaves, the new line enables customers to create multiple looks, whether polished with added volume or a more relaxed style. According to Fekkai, Coiff is an abbreviation of the French word coiffer for "styling." He added that the "double f" at the end of Coiff also serves as his initials.
"I started to see our styling line blending too much with the rest of the Fekkai line, so I wanted to figure out a way to make it easier for customers by categorizing the line into three different steps," said the celebrity hairstylist and salon owner. "It's very important to distinguish styling products from others because they can be difficult to understand. These products are much more customer-friendly."
Intended to be mixed and layered, the products contain UV and environmental protection with sunflower and moringa seed extract. Other ingredients include hibiscus protein to strengthen and condition, polymers to help the hold, panthenol as a deep conditioner and rice and jojoba proteins to help restore and maintain the hair's moisture balance.
To create the collection, Fekkai reformulated four styling products from his existing line: Contrôle Ironless Straightening Balm, Bouffant Lifting & Texturizing Spray Gel, Magnifique Ultra-Light Finishing Crème and Nonchalant Piecing & Forming Wax. The repackaging effort ensures the Coiff collection stands out from existing products with a more modern and contemporary feel.
"This is a statement, and I wanted to make sure the product stands on its own, as if it were its own brand," said Fekkai. "The packaging reflects the technology, which is much more avant-garde, up-to-date and stylish."
Fekkai felt it was important to create sheer and ultra lightweight formulas since many consumers use too much product in their hair, often applying it in the wrong places."These formulas help transform and enhance the hair's texture, while giving body, bounce, volume and shine that helps give you a better overall style," said Fekkai.
The collection also features a proprietary All Day Style-Memory Complex technology, which "helps the hair remember the kind of movement, bounce and body it had," while keeping the same shape and style all day long.
Fekkai predicts that the Contrôle Ironless Straightening Balm and Magnifique Ultra-Light Finishing Crème will be the collection's bestsellers.
Industry sources estimate that the new Coiff collection will bring in about $10 million in first-year retail sales. According to company executives, Fekkai's product line, which first launched in 1995, now makes up 75 percent of the overall Fekkai business.
Retailing from $23 for the Magnifique Ultra-Light Finishing Crème to $25 for the Defense Pre-Style Thermal/UV Protectant, the collection will be sold through Fekkai salons, Neiman Marcus, Sephora, Saks Fifth Avenue, Nordstrom, C.O. Bigelow and other independent retailers, to reach a total of about 2,000 doors. Fekkai currently has five salons but plans to open new locations on Melrose Place in West Hollywood; Greenwich, Conn., and Dallas by year's end.
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