Since the acquisition — originally intended to be part of a division called Beauty Elite Group, but that plan was scrapped in favor of keeping the brand freestanding — the new owners have added a tool line, signed a celebrity ambassador, expanded distribution internationally and moved the business to Houston.
The celebrity ambassador, who will begin making appearances on behalf of Blowpro this fall, is Lucy Hale, perhaps best known for her starring role on “Pretty Little Liars.”
But the company doesn’t plan to stop there. Shami, owner and chief executive officer of Blowpro and ceo of Farouk Systems, noted that he is in active acquisition mode, and not just in the hairstyling space. “We have a search firm and we are looking at acquiring companies that do between $5 million and $50 million in sales yearly,” he said, adding that while the company’s sweet spot is women in their 30s and 40s, he believes Hale will help pull in 15- to 25-year-old consumers. “She connects well with her [fan] base,” he said. Niche and prestige acquisitions would join Blowpro, while salon-related acquisitions would be directed to the Farouk Systems division. As well, the company hopes to grow business abroad, particularly in Canada and Australia. Farouk Systems products are found in 123 countries, noted Shami, adding that while Farouk Systems and Blowpro are being run as two different companies, they do share useful data with each other.
“For me, hair is the ultimate accessory so this partnership is a natural fit,” Hale told WWD. “I love to experiment with my hair off-set, and on-set I am always switching things up with my hair color, cut and style. Blowpro products allow me to switch up my hair looks with their hair-care, styling and heat tools.” Hale’s favorites include Blowpro’s Blow Out hair spray and Faux Dry, a dry shampoo.
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Hale noted that the Blowpro team is losing no time in creating assets to support the partnership. “Blowpro and I recently did a shoot together in L.A. at Smashbox Studios to get some photos to support our partnership. It was a fun day and I got to create three different looks with some of my favorite Blowpro products,” Hale said. “We also created a great video that highlights our partnership. I will also be working with Blowpro on social media content — be sure to check out my Instagram — in-store retail appearances and [public relations] and marketing programs.” The campaign was shot by Amanda Friedman.
As for Hale’s day job: “I am currently finishing up season six of ‘Pretty Little Liars,’ I’m excited to film my first lead role in a film this fall! Also, exciting musical news being released very soon,” she said. She declined to reveal additional details.