Have you ever heard this phrase:
This will never be sold anywhere other than hair salons.
They say that every product should have a story. It goes
with the territory, and it’s fashionable. We, too, have a story, but not because some marketing textbook says we should. Our story is true, which makes it all the more fun to tell.
It all started with a love of hairdressers and getting peeved
at seeing too many manufacturers promising too much. The product that was supposed to be sold solely and exclusively in salons was suddenly on supermarket shelves and, what’s worse, at a price that hairdressers’ margins could never sustain. Hairdressers put the product on the map, give it their blessing as professionals, and then supermarkets start selling them. We don’t think it’s right, let alone fair.
We, therefore, wanted to build a brand that lives up to its promise: one that is sold only in salons, is high quality, distinctive, and, above all, sells well. Its margins are good, and it stays right where it belongs: in the hairdresser’s till.
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