NEW YORK — Intercoiffure America/Canada has tapped one of the hottest names in the salon world in an effort to overhaul what some describe as a beleaguered image.

Frédéric Fekkai, a bulletproof name that many said can withstand the group’s current mood, is Intercoiffure’s new director of fashion. With that, Intercoiffure looks to simplify and glamorize the annual hair trends it showcases to its 260 members each fall. Past styles have reportedly been a mix of edgy, futuristic, over-the-top looks that failed to address mainstream styles and trends. Fekkai’s looks will be unveiled to Intercoiffure members and thepress October 13 during a luncheon at the Waldorf-Astoria.

Fekkai is pleased with taking on the new role, saying it’s a way for him to give back to the industry. Don Shaw most recently held the position for nearly 20 years. Prior to Shaw, Manhattan salon owner John Dellaria and Aveda founder Horst Rechelbacher held the post.

Fekkai’s naming was prompted by other executive changes that have occurred at Intercoiffure in recent months. Kenneth Anders was appointed president of Intercoiffure America/Canada in March, replacing John Jay, who held the position for more than 20 years. Richard Calcasola was named fashion committee chairman, a post that was left vacant for many years.

Intercoiffure, an international nonprofit organization that began 78 years ago, has chapters in 43 countries, with worldwide headquarters in Paris. Members pay annual fees of $695 per person. Intercoiffure has served as the prestige beauty group to the salon industry, bridging fashion and beauty. The members of Intercoiffure America/ Canada represent 1/10th of 1 percent of the salons in the U.S. — there are an estimated 200,000 salons nationally — but generate 3 percent of the total services in the U.S., according to a 1990 Intercoiffure survey. A new survey is in the works.

Fekkai, the owner of two successful salons, in Manhattan and Beverly Hills — a third is planned for Palm Beach — will present looks to represent what he creates on a daily basis. “It will be something can’t relate to,” Fekkai said Fekkai added that past over-the-top looks created by Intercoiffure were a representation of a hairdresser’s mentality, not just Intercoiffure. “All the hair shows are like that. If you look at posters in salons they are all of looks [that are edgy]. But you would not see Cameron Diaz in red or purple hair,” Fekkai said.In addition to hair styles, Fekkai said he also will show “a total look people can relate to, from makeup to fashion. It will be very realistic, yet fashionforward. Cool ideas with the basics.”

The half-hour show will feature several different looks, including bangs with shoulder-length hair, and another with short, tousled hair. One even takes a cue from Forties Hollywood. Fekkai said some of the looks are quite easily achieved, like one that features long blonde hair with lots of layers and highlights. African-American styles also are featured, with curly hair, rather than relaxed hair.

The presentation will be followed by a discussionon how the total looks were created. Intercoiffure fashion committee chairman Calcasola said he was excited to be working with Fekkai for the group’s new fashiondepartment, as they both spearhead and facilitate change.

“Intercoiffure has always been a very prestigious and professionally run organization, but it needed fresh ideas. Any time [a group’s] leadership hasn’t changed in 20 years, newness is needed.”

More than 500 people are expected to attend the luncheon, many of them Intercoiffure members from around the world, including world group president Claus Peter Ochs, who is based in Paris.

L’Oréal Professionnel is sponsoring the press release, which includes Fekkai’s show and goody bags for luncheon attendees.

Intercoiffure America/Canada headquarters travels with the president’s location. Anders works from his company’s headquarters, Kenneth’s Hair Salons and Day Spas, in Columbus, Ohio. Salons interested in becoming members must be considered top in their area and can apply for membership to Anders.

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