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Andre Walker Launches Multiethnic Hair Care at Target

Oprah Winfrey's personal hairstylist, Andre Walker, launches his multiethnic hair care collection in Target.

Target continues to expand its selection of hair-care products targeted at consumers with textured or curly hair — this time with a little help from Oprah.

Launching on target.com next week and in stores Sept. 13 is the Andre Walker Hair Gold System, a three-step process that can be tailored for individual hair needs.

Walker was working in his downtown Chicago salon with a budding business in 1986 when he sent a note to Oprah Winfrey noting she could use some “hair help.” He included flowers with the somewhat risky note. The megastar called him to style her hair and he remains her personal stylist.

“I created the Gold System with a formulation designed to simplify the hair-care process of coarse, kinky, curly and dry hair,” Walker told WWD. The basis of the collection, he added, is centered on moisture. “All of the products in the Gold System contain the moisture-enhancing mongongo oil. It is our star ingredient and an oil that has been used in Africa for many years on both hair and skin.”

The addition of the Andre Walker Hair Gold System builds out Target’s multiethnic hair-care assortment, which includes Carol’s Daughter and SheaMoisture. The chain was among the first retailers to realize consumers were looking for hair care based on hair texture rather than ethnicity.

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“Target has steadily increased our assortment of products catered to guests with textured or curly hair, and we’re always exploring opportunities to expand this area in ways that are meaningful to our guests,” said Christina Hennington, Target’s senior vice president of health and beauty, the exclusive retail distribution for the brand.

The Andre Walker Hair Gold System ranges from $9.99 to $15.99 and industry sources estimate that the collection could exceed $2 million in retail sales in its first year at Target.

Walker expects the three stylers — Beautiful Kinks, Beautiful Curls and Get It Straight — will be the hero products in the collection.