Tools, especially hair-care appliances, are charging up sales for retailers such as Ulta Beauty. To keep up with consumer appetite for appliances that do more than just style hair, the fast-growing beauty purveyor will launch a line of exclusive hair styling products from Bio Ionic called GoldPro on Sept. 19.
What separates the GoldPro line from the competitive pack, according to Bio Ionic founder and president Fernando Romero is the lineup’s ability to do double duty — styling and hydration.
Known for its professional grade tools, this represents Bio Ionic’s foray into more affordable hair-care appliances, according to Romero. “I wanted to bring a more affordable line with the same technology as our more expensive products,” explained Romero who has amassed more than 50 years in the salon business advancing from his start at Vidal Sassoon’s Salon in Beverly Hills to a post as president for Salons and Academies in North America for the legendary company.
While his professional products, sold online and in salon-centric doors, retail for as much as $330 for a hair dryer, the new GoldPro hair dryer is priced at $135 while the smoothing and styling iron carries a suggested retail price of $120. Two other items will round out the mix — a curling iron and a styling brush sell for $90 and $18, respectively. The dryer and the smoothing one inch iron are the first to hit stores. The smoothing 1.5-inch iron and curling iron are online items.
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“We want to show what a small company can do with a little dryer and a brush,” Romero laughed. Niche, disruptor companies have sent shock waves through other beauty categories such as color cosmetics and he hopes to do the same in tools.
Unlike traditional hair-care appliances; Bio Ionic does not have electric condensers to power up. Instead, the products work upon the principle of a natural mineral complex. The 24-karat Ceramic Mineral Complex yields optimal moisturization and hydration versus the damage many tools on the market incur, Romero said. The Ceramic Mineral Complex releases natural negative ions that miniaturize water molecules to penetrate deep into hair. The 24-karat gold in each tool also ensures even heat distribution. The appliances are especially beneficial for users with colored and textured hair, which is estimated to include 90 percent of the population.
To help introduce GoldPro, Bio Ionic brand manager Eric Romero said the company will perform styling events at Ulta Beauty headquarters, as well as provide in store education in the company’s top five markets. “We want to give them hands on experience with the tools,” he said.