Chelsea Scott is taking a road less traveled to secure shelf space in stores for her Truhair brand. After six years of educating consumers about her line of problem-solving hair products on HSN, Scott is going full-throttle into retail doors. It is a slightly different twist than the traditional route in the beauty industry where items aim for retail placement and expand to TV.
Midwest retailer Von Maur is picking up Color & Lift with Thickening and Color & Lift To as its exclusive color offer in all stores. Ricky’s, which has carried Truhair, is rolling it out to all of its doors. In February, Truhair will add to the expanding beauty assortment in Soft Surroundings. TSC, Canada’s home shopping channel, has launched Truhair on its broadcasts.
Physical-store merchants were exposed to Truhair from Scott’s appearances on television as well as its presence at last summer’s Cosmoprof North American exhibit in Las Vegas. Those retailers noted a distinct advantage to having customers with built-in knowledge of the Truhair brand as they add it to stores.
In turn, on-air interaction helped Truhair fine-tune its mix. “We’ve used feedback from customers to build our customer base and awareness,” explained Ryan Sullivan, chief executive officer of Truhair. “Ulta in particular understands the value of being on television before going into retail.” Ulta Beauty, in fact, is adding several brands that were launched via direct channels such as Proactiv and Cindy Crawford’s Meaningful Beauty.
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Even with an eye on brick-and-mortar, Scott will stick with her on-air presence. “It wasn’t only recently I saw the light about retail,” Scott admitted. “With TV I feel connected to the customer. I can’t go to 1,000 stores every day and tell a woman why she needs my product. TV gives instant feedback — people call in live and give reviews.” That said, she sees physical stores as a complement to her efforts at HSN. “TV is a marketing vehicle going to 94 million homes in America. A few years ago, brands didn’t know if TV was a good fit. Now everyone wants to be on TV. And, after I’m on TV, stores see increases two to seven days after the show airs.”
Adding to launches in the second half of 2017 — an Extreme Brushable Hairspray and the Big Lift Volume Stick — Truhair has major introductions for the first part of this year. One is called Raise the Roots 2.0 — an enhancement of a product launched in 2012 that sold through 250,000 units on HSN. The brand is also expanding its collection of temporary color in a brush form with fashion and shimmer shades.