Pesin has signed a three-year U.S. licensing deal with Jo Hansford, a London-based hair colorist and salon owner, to make and market Hansford’s hair care line designed for people with color-treated hair.
The line, called Jo Hansford, was launched last March in the United Kingdom. In its first year, Jo Hansford “generated $20 million in sales,” with exclusive distribution in 800 Boots The Chemist stores, Pesin said. Jo Hansford is the first hair care line designed specifically for color-treated hair by a professional colorist.
Lamaur, a midsized hair care company that makes the Willow Lake and B In10se brands, will handle all aspects of the line in the U.S. Jo Hansford will compete with brands such as L’Oreal Color Vive and category leaders Pantene and Herbal Essences, which have color-specific regimens. But Pesin stresses that the Jo Hansford line will stand out because it is backed by a colorist whose career spans more than 30 years. Prior to opening her Mayfair London salon in 1993, Hansford partnered with stylist Daniel Galvin from 1977 to 1991 to open and operate the Daniel Galvin salon. Hansford received her training at the Vidal Sassoon salon on London’s Bond Street and worked there for 15 years, rising to the position of head colorist.
“This is not a me-too brand,” said Pesin, who expects Jo Hansford to generate $30 million in first-year sales. Hansford believes her line has met with success because she brings something different to the category.
“I am the only woman who has a [color-specific hair care line] and the fact that I still work on the [salon] floor is a good way to build trust between myself and clients,” Hansford said.
The line arrives on U.S. mass shelves in May; Hansford arrives in New York Monday to promote her line, which includes Protect & Shine Shampoo, Protect & Shine Conditioner, Smooth & Shine Anti-Frizz Shampoo, Smooth & Shine Anti-Frizz Conditioner, Volume & Shine Shampoo, Volume & Shine Leave In Conditioner, Revive & Rebuild Intensive Conditioner and Replenish & Shine Hot Oil. The items are packaged in various shades of lavender containers and will retail for $4.95 each.
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A print advertising campaign and partnerships with drugstore chains’ loyalty programs will support the line.