With a greater focus devoted to men’s grooming, Farouk Systems Inc. is launching The Esquire Ultimate Grooming Collection in professional salons next month.
Farouk Systems, the maker of BioSilk and Chi, along with Esquire publisher Hearst, announced the new line today as part of a distribution partnership with Beauty Systems Group and other selected salon chains.
Farouk Systems and Esquire collaborated on the development of The Esquire Ultimate Grooming Collection, which was formulated to meet the performance and emerging styling demands of men whether grooming at home or at barber shops and salons.
“Today’s man is looking for grooming solutions that help create great hair while addressing their concerns for healthy hair and scalp,” said Dr. Farouk Shami, founder and chairman of Farouk Systems. He said active ingredients in the Esquire Grooming line such as Redensyl help achieve that goal. Also Oud, featured in the line, offers a prestige aroma versus commonly used fragrances that men might perceive as too strong, he added.
The Esquire Ultimate Grooming Collection is also an extension of the magazine’s philosophy of “Man at His Best,” a lifestyle focused on luxury, sophistication and style. The lineup includes shampoos, conditioners, pomades, gels, waxes and grooming tools.
“The concept behind the collection is to satisfy the desire for a specific and unique series of grooming products that are stylistically and technologically advanced, all with impressive affordability,” said Glen Ellen Brown, vice president of Hearst Brand Development. “Farouk has had tremendous success on that front, and this partnership has enabled us to create the ultimate Esquire-approved line of hair-care solutions.”
BSG plans to expand the line into barber shops and salons catering to male clients. To help expose the products, the company provides sales tools such as pamphlets and in-shop imagery. Also to support the line there will be an all-new Barbering Collection focused on the latest trends in men’s cutting and grooming. The brand is forming a Barbering Team including industry experts from around the world.
The Esquire Ultimate Grooming Collection joins Esquire-branded product lines including a shirt and tie collection at Men’s Wearhouse, a men’s jewelry line at Macy’s, the Manhattan barrel-finished cocktail in partnership with Jefferson’s Bourbon and the ESQ watch line by Movado.