PARIS — The traditional shampoo-conditioner, one-two punch in hair salons is becoming a thing of the past for Carita Paris.
This story first appeared in the June 7, 2013 issue of WWD. Subscribe Today.
The Shiseido-owned brand earlier this year started introducing, in 50 France- and Japan-based salons, the 40-unit hair-care brand Haute Beauté Professionnelle and its associated four-step ritual.
Carita parlayed its skin-care expertise into the world of hair care, according to the label.
The new line includes 16 products for stylists to use at the sink, three technical items and 21 retail products.
In salons, the first two steps for the client focus on their hair’s roots and include “preparation,” entailing deep cleansing, which is followed by an “activate” step using serums. Phases three and four, “reveal” and “sublimate,” are meant to fortify, protect, embellish and shape hair fibers.
“We [have moved] to a protocol much more complete,” said Carita Paris’ hairstylist director Tom Marcireau.
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“It’s a program created by professionals for professionals,” added Carole Agathopoulos, marketing manager at the brand.
Retail prices in France for the products range from 23 euros, or $30.55 at current exchange, for a 250-ml. shampoo to 60 euros, or $79.65, for a 50-ml. serum. A set of 10 7.5-ml bottles of intensive hair treatment to combat hair loss goes for 80 euros, or $106.20.
Carita executives would not discuss sales projections, but industry sources estimate Haute Beauté Professionnelle will ring up 1 million euros, or $1.3 million, in first-year retail revenues.
The line will be rolled out further starting in 2014. It is to enter about 1 percent of high-end salons in France, or approximately 600 locations, within three years, for instance, according to Marcireau.
In another twist, Carita’s Cinetic Lift Expert tool, which the company had formerly only used on skin, is now available for hair, employing ultrasound and/or LED lights in one of the brand’s most in-depth treatments, Les Soins d’Exception.