Wet Brush is expanding its product assortment to include hot tools, beginning with the introduction of its Aspire professional hair dryer.
The Aspire, priced at $129, will launch in 20,000 salon doors this month. It comes with two concentrator nozzles designed for a more efficient styling process. The Max Coverage concentrator is approximately double the width of a typical concentrator, and is said to reduce drying time by up to 35 percent. The Super Smooth concentrator is a ridged design said to impart a smoother, straighter blowout.
Jeffrey Davidson, chief strategy officer at J&D Brush Company, which owns Wet Brush, said that Wet Brush is looking to grow its presence professionally with its entry into hot tools. “It’s our strategy by the end of 2017 to have a full line of electrical appliances — curling irons, flat irons, probably a travel dryer as well,” said Davidson. “It’s one of three pillars.” Along with brushes and hot tools, Davidson said the brand plans to launch a line of styling products sometime in the next 12 to 18 months. He noted the dryer will be released to the consumer market next year, but the brand is focusing on the professional market for launch because it lends credibility to the line. “Professional has made us an authentic brand. That’s how we’re able to sell so well in Target and these other places.”
Though it is a professional heritage brand, Wet Brush was introduced to the consumer market four years ago and is arguably most well-known for its cheery detangling brushes that come in a slew of bright patterns and colors, priced from $9 to $13. The brand is distributed at Target, Kohl’s, Bed Bath & Beyond, Harmon, Walgreens and CVS.
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Wet Brush started its professional push last year with the introduction of its Epic Brush line, a range of four brushes designed specifically for use by stylists in salons. The brushes are said to quicken drying time without causing damage. They are sold throughout Wet Brush’s salon distribution, and priced from $18 to $28.