Instant gratification is key for celebrity colorist Rita Hazan. And with her four new launches, two being her first shampoo and conditioner, Hazan wants her clients to see results ASAP.
“Being a colorist, instant gratification is part of my personality,” declared Hazan. “Color is beautiful as soon as you’re done, you don’t have to wait. I feel the same way about my products. I want them to work right away and I don’t want you to wait six weeks for them to work.”
In January, the company will unveil a three-step regimen, each priced at $26 that includes True Color Shampoo, True Color Ultimate Shine Gloss, which comes in five shades, and True Color Conditioner.
“I look at hair like skin care,” she noted. “You’re not going to not wash your skin because you’ll clog your pores. The right shampoo and conditioner is the foundation for good hair. It starts in the shower and once you’re out, you’re set up to succeed with your blow-dry and hairstyling.”
The fourth item launching is the Triple Threat Split End Remedy. Priced at $30, this seals, protects and repairs hair to prevent breakage.
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The assortment will be sold at Sephora, Ulta, nordstrom.com and ritahazan.com. Although the brand isn’t sold internationally yet, Hazan said that the company has been receiving a lot of requests and hopes to have international distribution in the next year.
Hazan declined to talk financials, but industry sources estimate that the new products could do $5 million to $10 million at retail in its first year on shelves.
Meanwhile, Hazan has repackaged her entire line in teal, black and gold. Her goal was to elevate the products, making them less poppy and more luxurious. With the new look also came a renovated office and salon, which was designed by Nate Berkus and Jeremiah Brent.
“The vision for the office and the products came together at the same time,” noted Hazan. “Both are more edgy, yet luxurious.”