The Coty Professional Beauty portfolio is the professional arm of Coty Inc. and includes Wella Professionals, GHD, Nioxin, OPI and System Professional, the personalized hair-care salon treatment and corresponding home regimen that was launched last year.
In his new role, Ferretti will advise on product development, creative direction and education for professionals and consumers. He will make his first appearance on behalf of the company on Sunday at a Wella hairstyling seminar in Turin, Italy.
Ferretti is known best in the industry for his Rossano Ferretti luxury hair spas, which he operates in 23 locations — many of them within Ritz-Carlton hotels — around the world. He has previously consulted on brands like Kérastase and Shu Uemura with L’Oréal and has his own product line, Rossano Ferretti Parma, that he formulates with clean ingredients and sells on Net-a-porter. A hairdresser to the ultra-luxury consumer, Ferretti was born into a hairdressing family in a small village in Italy and is now known to charge up to $1,000 for a haircut, using a pair of scissors he designed himself. His signature cut is called “the invisible hair cut,” which he designs based on a client’s unique hair shape and movement patterns.
“Coty fits into my philosophy of individuality and personalization,” said Ferretti, who is so into personalization that he custom-makes his own suits. He also pointed out his obsession with diversity, which began as a young stylist cutting hair in far-flung locales like Indonesia and Japan. “The only way to work on hair is to know hair and work on every kind of hair.”
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“Rossano is someone who looks at personalized and bespoke beauty for all his clients and that is something that is dear to us,” said Laura Simpson, chief marketing officer of Coty Professional Beauty. She noted that Ferretti’s expertise — gleaned from decades of cutting hair — will be imperative to leading Coty’s educational efforts for professionals. “In days gone by, consumers used to go into salons with a tear sheet from a magazine and ask for that look. Now they have so many more diverse looks available to them, and they’re coming in with their Instagram or their Pinterest board. They have more expectations for what they’re looking for, and we want to educate hairdressers in this new world.”
Ferretti’s belief is that with proper consumer education, prestige hair is primed to see the sales gains that color cosmetics and most recently skin care have been experiencing. “You go in every girl’s bathroom and you see at least 10 to 15 skin-care products and at least 15 to 25 [makeup products]. In the corner in the same bathroom, you see shampoo and conditioner. We need to teach them that hair care needs a regimen.”