Rachel Katzman wants to start the new year proving the merits of her Champagne-infused hair-care line, Cuvée Beauty.
While Katzman discovered the benefits of bubbly on tresses after she was doused with Champagne on her 21st birthday, the now-26-year-old invested in clinical studies to validate her instincts. In particular, Katzman wanted to prove that her Cuvée Complex — a cocktail of Champagne extracts, white truffle, pea protein, resveratrol and platinum — is more than just a novel idea.
“I knew what it [the formula did for me],” said Katzman, pointing out her healthy head of hair that has replaced her extensions. “We also had reviews and good results from my friends and family. But I wanted to prove it.”
Consumer testing of one of the brand’s new items, Cuvée Blowout Bombe, revealed that 96 percent of users said hair looked healthy immediately. After eight hours, 94 percent indicated they thought their hair had more body and volume. And, after three uses, 94 percent said their hair was easier to blow out after using the products. The Blowout Bombe is a frizz-fighting styling crème that hydrates hair while providing a protective barrier to resist heat damage, humidity and color fade. It also speeds up blow-drying time. “That’s important to me because I like to shower and be ready in 10 minutes. This is for the girl who wants simple, clean and effective products,” Katzman said. Additionally, the shampoo and conditioner were clinically and consumer tested with high marks on both fronts, she said.
With clinicals in hand, Katzman is unleashing new packaging and unveiled a new web site. “We’re really putting the pieces of the puzzle together.” The packaging pays homage to the genesis of the brand with a champagne-shaped bottle. “It was time to give the bottle and our web site a new voice and tone.”
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Although Katzman did not comment on financials, industry sources estimate the brand has sales in excess of $2 million that could easily double next year.
Cuvée Beauty is available on its own web site, cuveebeauty.com, as well as online at Revolve, Dermstore.com and Birchbox. Katzman said the brand will expand further in 2019. Price points are mostly in the $35 to $45 range.
The web site, designed by School House, zeroes in on hair education and telling the Cuvée Beauty story. There will be tutorials and before and after photos, as well as an option to access a Cuvée Community where men and women can shop and share information. The site has been tweaked to streamline search and purchasing. A loyalty program, birthday rewards and specific sample selection at checkout will be added later in 2019.
Katzman has many ideas for product extensions cooking, but “we’ll never be a 60-stockkeeping line.” She doesn’t rule out adding a men’s line and extensions into other related product categories. This year a limited-edition product called Hair & Body Glow extended the brand into the body category.