RAISING HIS FLAG: Christophe Robin, who set foot in America a year-and-a-half ago, is gaining ground.
The renowned Parisian hair colorist — and founder of the namesake Rue Bachaumont salon and product line — is announcing his line’s further expansion into the U.S. with the opening of a pop-up boutique at 42 Hudson Street in TriBeCa.
The 1,900-square-foot space, which opened yesterday, contains all of Robin’s 29 stockkeeping units available for purchase, as well as two shampoo and three blow-dry stations for shoppers to try the products. Attendants from Robin’s Paris salon — which houses a similar testing space — are on hand to shampoo hair, answer questions and give styling assistance to customers.
Outfitted in Robin’s signature eclectic style, including Madeline Weinrib textiles, a Zuber floral panel, Baccarat crystal, a Tony Duquette wall-hanging and malachite accents — the boutique is modeled after the salon in Paris.
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“We had huge growth last year — we see that people here are really fond of these natural, efficient products,” said Geraldine Hieronimus, chief executive officer and partner. “But we never had the opportunity to show the personality of the brand.”
An assortment of products, including the top-selling purifying scrub with sea salt, launched at Sephora in the U.S. in late 2015, and since then the brand’s business has doubled and the U.S. is on track to be its largest of 21 markets, according to Hieronimus.
That growth is set to continue — over the next month, Robin’s products will launch in Bluemercury and in Space N.K. in-store shops in Nordstrom, with both stores highlighting the latest launch — the Cleansing Volumizing Paste with Rhassoul Clay.
Robin is known for his healthful approach to taking care of hair, treating it with a skin-care-like regimen. The bulk of his range consists of treatment masks and rinses formulated with natural ingredients.
Online reviews have contributed to Robin’s success here, though he believes that U.S. consumers are ready to benefit from his personal expertise. “The YouTubers, bloggers — they don’t know what they’re talking about,” said Robin. “It’s time for the one working 30 years to give a good education.”
The pop-up is open seven days a week from 11 a.m. to 7 p.m., until April 23.