Jonathan Antin is Conair Corp.’s new tool guy.
This story first appeared in the February 16, 2011 issue of WWD. Subscribe Today.
The Los Angeles-based hairstylist, who shot to fame on Bravo’s “Blow Out,” has signed on to be a spokesman for Conair’s blow-dryers, brushes, straightening irons and more. He will be seen in television and print advertising, and in-store displays within the next few months, and make appearances on behalf of the brand. Terms of the multiyear deal were not disclosed.
“I finally connected with a great line of styling tools.” Now, “when I’m doing hair I’m not just using my hair care line and someone else’s tools,” said Antin. “They’ve never had a pro endorsing their line.”
He added that he is open to the possibility of producing styling tools under his name for Conair, but that co-branded tools weren’t in the pipeline currently. “I have always wanted to do something with styling tools, but I always wanted to do it on a big level and in a big way,” he said. “I never wanted to fight the fight of launching one tool. I love the idea that [with Conair] I have available to me now such a wide spectrum of tools and brushes and irons.”
Paulette Heller, vice president of marketing for Conair, said, “Jonathan brings a lot of energy to our product lineup. His styling expertise and experience with our tools will reinforce our message of salon results at home.”
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In addition to working with Conair, Antin is in the throes of developing two TV shows, a hair care line and a salon. He declined to disclose the titles of the shows, but said one has him whipping Brazilian salons into shape and will be aired in Brazil in the summer or fall, and he described himself as the “Donald Trump of hair” in the second, slated for American television.
Antin was uncertain about the future of his role on “Shear Genius,” the Bravo reality television hairdressing contest for which he was a judge during the third season. “I have heard there is a possibility they are going to do another season.…I’ve heard the opposite,” he said. “If they wanted to use me again, they could, but only as a judge.”
By splitting a little over a year ago from Jonathan Product, which was launched in 2005, Antin freed himself up to create another hair care line under his name. He said Jonathan Antin Hair is scheduled to launch in September, timed in conjunction with the premiere of his U.S. television program and will likely be targeted at prestige distribution with a price range of around $16 to $24.
Antin is also trying to pin down a location for a Los Angeles salon, probably on Beverly Boulevard or Melrose Avenue.