NEW YORK — Frederic Fekkai is working the night shift.
No, not literally, but the uberhairstylist is now launching a product designed to treat dry, damaged hair while catching some sleep.
Overnight Hair Repair, which will be available exclusively in Neiman Marcus in August, is formulated with high levels of ceramides to moisturize and soften locks. When applied to dry hair before bedtime every other night for two weeks, the water-based, lightweight creme/gel is designed to instantly penetrate and be absorbed into hair. Fekkai vows it will not stain pillows.
While he acknowledges that the market has an abundance of hair treatments, Fekkai said none apparently have the level of ceramides Overnight contains. The formula, which was customized in France, was made to emulate a skin care regimen for the hair.
“As an industry, we have embraced advanced, luxury skin care, which makes sense because consumers believe in spending to have beautiful, radiant, healthy skin. However, when it comes to hair, there is a huge opportunity,” Fekkai said. “Caring for the hair is equally as important as caring for the skin, and I believe we are going to see a lot of growth in this category. Think of this as skinification for the hair,” he added.
Active ingredients in Overnight include edelweiss flower extract, wheat and rice ceramides, as well as pro vitamin B5. There is also a honey-derived polymer in the ceramides to coat hair and help the active ingredients adhere to hair. Vitamin A, E and C derivatives in a liposome delivery system aim to provide antioxidant protection against environmental impurities, as well.
Fekkai is creating product dummies and corresponding artwork to be featured in Neiman Marcus’ “The Look” displays, an exclusive merchandising program Fekkai has with the retailer. Overnight will be available for consumers to examine behind the store display’s nearest beauty counter, according to Bill Colli, Fekkai’s vice president of sales. Currently, Fekkai’s Luscious Curls is being featured in The Look for summer hair. The Look story is updated four times a year.
Since Overnight is an exclusive launch, the company does not have immediate plans to sell it in its international channels. However, the product will also be available in Fekkai’s salons located in Beverly Hills, Manhattan and Palm Beach, Fla.
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“We will evaluate further distribution based on how the product performs. We definitely believe in this product and foresee great success,” Fekkai said.
Industry sources estimate Overnight, which will retail for $195 for a 3.4-oz. bottle, could generate about $250,000 in sales its first year in Neiman Marcus’ 35 stores. One bottle should last between two-and-a-half and three months.
Overnight came about as Fekkai saw an untapped area in the marketplace. He worked with his research-and-development team to create Overnight and pushed the company to take a more advanced approach to keeping hair beautiful, beyond what he is known for, which is making hair beautiful. Fekkai said he felt his customers asked for this type of product indirectly, especially since the advanced skin care market is booming.