By  on July 13, 2007

On Thursday evening, a QVC camera crew will invade Frédéric Fekkai's SoHo salon, located at 394 West Broadway in New York.

The cozy, intimate space will serve as the backdrop for Fekkai's hour-long debut on the QVC television shopping network.

"Frédéric is not just the most famous hairdresser in the world, but he is also a real fashion icon. He stands alone — the pinnacle," declared Allen Burke, director of QVC beauty merchandising, adding that the live broadcast will give QVC's 90 million viewers access to the Fekkai salon. "He has a talent that has allowed him to rise to the level he's at."

If Burke sounds excited, that's because he is. After all, QVC has been in pursuit of the celebrity hairstylist for years. "We've had a series of long conversations over a long period of time," said Burke. "We've evolved [as a beauty retailer] since those early conversations."

Fekkai said, "For me, it was not simply [about] going on TV. It was an opportunity to invite the viewers into my world...the best way to do that was to bring them into my SoHo salon to see where the products are born and what we do firsthand." In recent years, QVC has steadily added premium beauty brands to the fold, including Bobbi Brown, Origins and N.V. Perricone M.D. Its hair care portfolio includes Jonathan Product, Wen, Nick Chavez and Ojon, which the Estée Lauder Cos. Inc. said on Monday it intends to purchase.

As for whether viewers can expect to see more broadcasts filmed outside the QVC studios, Burke said, "Our place in the universe is to put our customer right there with the expert. We're always looking for ways to excite the viewer. This broadcast is just evidence that we constantly challenge ourselves to be the best we can."

The broadcast from Fekkai's SoHo salon will air Thursday at 7 p.m. EST. Featured items will range from $19.50 to $195 for a hair repair kit.

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