Forty-six million adult American women over the age of 18 suffer from hair loss, according to Wakefield Research. Many feel insecure about the issue and reticent to discuss it — except with their stylists. Call it the modern-day version of “only her hairdresser knows for sure.”
To that end, Atlantic Coast Brands — the creators of Keranique — has signed Franco Della Grazia, as an official brand ambassador.
A lead stylist at Cutler NYC and on-air beauty expert, Della Grazia plans to assist with future product development as well as create quick snippet tutorials to educate women about Keranique. “I love the idea of bringing skin-care technology to hair care. It is something that has been lacking the market. Women are tired of just another shampoo,” he told WWD.
He will also kickoff Keranique’s launch on HSN next month, hosting a discussion with several women who participated in an eight-month user study of the brand. The shows air on July 21 and 22 and will be part of four segments heralding Keranique’s debut on HSN, which is aggressively building its beauty offer.
“We had 78 women participate in the study and 99 percent of them saw results. What better representation for Keranique is there than these women,” explained Andrew Surwilo, cofounder and chief executive officer of Atlantic Coast Brands.
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One of the goals will be to educate women that regaining volume isn’t an overnight experience. “Any physiological change is not instant. We are predisposed to want something that has happened over time to be cured in one night,” Surwilo said. “That’s why having Franco as a spokesperson is important because he can talk about daily maintenance that can’t be done in a 30-second commercial. He’ll be the face and voice of the brand as we expand to HSN, salons and other channels.”
Founded in 2009 by Surwilo and co-ceo Thomas Shipley, along with the assistance of female scientists, Keranique originally launched in the direct response channel. Other merchants, seeing consumer interest, sought out distribution, the company said.
Surwilo said the concept targets an underserved market with a line cultivated solely for women. “We didn’t want to lose the femininity and beauty aspect of the line. We address a serious problem but don’t want the beauty to get lost.”
Results since expanding into Ulta Beauty and onto sephora.com are encouraging. Sales quadrupled on sephora.com giving the green light for physical store expansion early next year.
Della Grazia said the product appeals to not only aging women experiencing hair loss, but also younger consumers who suffer breakage from dramatic hair coloring, overstyling and even poor diets. Admitting he was skeptical in the beginning, Della Grazia was convinced after seeing the before and after results of the user study. He plans to use before and after case studies on his social media. “I get more hits on Instagram with before and after images than anything else,” he said.
The Keranique portfolio consists of a three-part system including Scalp Stimulating Shampoo and Volumizing Keratin Conditioner formulas and the Keranique Hair Regrowth Treatment, along with a variety of styling and preventative treatment products for women with fine or thinning hair. Prices range from $20 to $60.
Industry sources estimate the brand has sales in excess of $45 million.