European hair- and skin-care company Klorane is headed into Sephora.

Starting in mid-September, 38 stockkeeping units of the brand’s plant-based shampoos, conditioners and leave-in products will enter 48 Sephora bricks-and-mortar doors as well as will also retail an additional four sku’s online only.

Jacqueline Flam Stokes, vice president of retail marketing and sales for Klorane and Avene in the U.S., noted that the move will allow the brand — perhaps best known for its dry shampoos — to raise awareness and expand its U.S. business.

While the brand is primarily in upscale pharmacies in Europe, Stokes noted that it’s more difficult to replicate that channel of distribution in the U.S.

“The Sephora customer is very savvy and very results-oriented, and open to discovering global brands,” said Stokes. “And their hair-care business is growing fast, and they’re starting to strongly compete with other channels, including masstige and salons, in the category.”

In addition to the broad range of items in the aforementioned Sephora doors, Klorane’s popular dry shampoo will be in about 350 Sephora doors in the retailer’s Beauty on the Fly section of travel-size products. The brand will also sell full-sized items in a separate dry shampoo area in roughly 118 doors.

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To promote the products, Klorane plans to do in-store events at Sephora, said Stokes.

Klorane is owned by Pierre Fabre Laboratories, said to be the third-largest French pharmaceutical company. In the U.S., the brand is also sold in about 250 specialty store doors and websites, including Ricky’s, C.O. Bigelow Chemists, Beauty Collection, Violet Grey, Net-a-porter and Planet Beauty.

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