NEW YORK — Design elements like minimalism, functionality and simplicity might evoke images of an iPod or Segway, but for hairstylist Nick Arrojo, such attributes illustrate hair care.
Arrojo, who runs an eponymous salon on King Street in SoHo here, has created a signature product line — a range of 12 cleansers, treatments and styling aids — designed to put simplicity at the forefront.
“Within three seconds, [clients] should know what it is, what it does and how to use it,” Arrojo said in an interview Wednesday. “It’s clean, minimal and fuss-free [and] in order for it to be successful, the client’s got to understand it as soon as he or she touches it.”
During a product launch party on Wednesday evening, the stylist noted that since the Arrojo hair care line was introduced at the salon Dec. 23, about 83 products a day have sold to the tune of $15,000. He was speaking to a crowd of about 125 people at the TriBeCa offices of fragrance supplier Drom Fragrances, which blended the berry, rhubarb and lavender-pear scents featured in the products.
In addition to rolling out new products — which includes a slated spot on QVC in April, according to Arrojo — the stylist is in the midst of tripling the size of his salon. He said he’s securing an additional 9,000 square feet adjacent to Arrojo Studio, a move that will expand the space to 13,000 square feet by the coming fall.
By yearend, Arrojo expects his 60 or so staffers to serve 800 clients a week, up from 600 a week last year. He projected that the increased size of the salon would allow for his training program to grow. He claims to train some 50,000 stylists a year in the U.S. and abroad.
Sales have been up at the salon, too. Revenues jumped 24.2 percent last year to reach $4.1 million, according to market estimates, an increase that followed a 39 percent rise between 2004 and 2005. Of Arrojo Studio’s total revenues, salon services are said to account for 70 percent of sales volume and retail ringing up 30 percent.
The Arrojo product line, a utilitarian assortment that ranges in price from $10 to $16, includes two shampoos and two conditioners (each 8 oz.), as well as eight styling products. There are curl, styling and hair creams; a texture paste, volume foam and defrizz serum, and two finishing sprays, which are designed either for hold or shine.
Vitamin-infused formulations are designed to replenish hair. Product packaging, which was designed in-house, features a splash of color to delineate each product type and graphics feature English on one side and French on the other. Industry sources estimate the line could do $1 million in first-year retail sales.
The products are now carried at Arrojo Studio as well as at arrojostudio.com. When asked his thoughts on a wholesale business, Arrojo said he envisions the line in a specialty retail environment as opposed to a professional distribution network in salons.