Beauty Store Business

SEP 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

Issue link:

Contents of this Issue


Page 39 of 75

38 September 2017 | HairUWear also recently launched Raquel Couture, her first ultra-luxury col- lection featuring six styles with dramatic cuts and sumptuous textures made from 100-percent, certified Remy human hair and designed with a French drawn top for a natural-looking, glam feel. The collection's success spurred the intro- duction of two new styles in October. Welch's mantra: "Make it timeless, but keep it on trend. Make it new. Make it now. Make it fun. Make it fashion. Make it dazzling. Then all you have to do is make it you!" Another wildly successful celeb col- laboration features supermodel Christie Brinkley and HairUWear, a line inspired by stars who change looks by the minute. "Updos, side ponies and other off-the-face options are driving the explosion of this hair category, so we thought the timing was right to develop a brand for the mass market," Napolitano says. He teamed up with Brinkley to launch Hair2wear—and his star spokesperson wears the looks virtually every day. "I've worn hair extensions and vari- ous hairpieces over the years on numer- ous photo shoots and TV appearances," Brinkley explains. "I'm a working mom; my day starts by jumping out of bed, and I never stop running. I learned at work that hair extensions are a great way to have instant volume and style—or make messy, thin hair instantly look finished, or short hair look longer. When HairUWear called me a few years ago about develop- ing a new line and I saw the quality of their products and people, I knew imme- diately it was a match made in heaven!" NEW AND NEXT Hairdo, a collection that includes on-trend styles and colors with pat- ented technology—easy to use, easy to style—offers a variety of clip-in extensions, ponytails, bangs and more, for freedom and individual expression. The company's recent brand makeover includes a new marketing, lifestyle- oriented campaign featuring millennial personalities in relatable experiences. "Hairdo is all about style at the speed of life; hair with no commitment and unlimited style, day or night or all night long," Napolitano says. "It perfectly positions the brand to capture the huge, elusive millennial generation, which has become a force in fashion and beauty, and we're thrilled with the response from consumers and customers." Meanwhile, because hair can never be too long or voluminous, the new Hairdo Invisible Extension offers a new take on the halo extension by using a clip-free multi-level design, making it eminently wearable. The piece blends seamlessly into the wearer's own hair, adding instant length and volume, and has already been nominated for best "Change your look, change your life! Whether it's a runway-inspired updo or long, sleek locks, nothing can transform your attitude like a bold new hairstyle." HairUWear's conference room at their sleek Kansas headquarters. MEET THE TEAM Michael Napolitano inspires true passion in his employees—and he expects high-level execs to bring the same level of enthusiasm. Here, some key members discuss their roles. Michael Ferrara , Chief Marketing Officer "After leading marketing organizations at some of the largest beauty companies in the world, including Unilever and Coty, I joined HairUWear in April 2014. The beauty business is very mature, with generally flat sales and small pockets of opportunity, but the potential for hair extensions and replacements to become more mainstream is enormous. I was attracted to HairUWear because the company is poised to take advantage of that growth with its great portfolio of brands, rich heritage and history of quality." Laurence Bate , Vice President, Production and Design "I lead a team of designers and production facilitators based in the United States, China and Indonesia, overseeing the design, production and supply of all HairUWear brands. I've either personally designed or greatly influenced the design of every product HairUWear has introduced over the past 25 years!" Heide Rand , Senior Vice President, Global Sales & Education "I've spent my career building beauty brands and relationships with some of the largest retailers in the United States; most of my career was spent in the cosmetic and fragrance industry, building brands such as Calvin Klein, Elizabeth Arden, Juicy Couture and John Varvatos, and I joined HairUWear in September 2014." Maria Geik , Chief Financial Officer "I joined HairUWear in spring 2013; in addition to the finance department, I'm responsible for operations, purchasing, IT, property and human resources. At the time of my arrival, HairUWear had outgrown the company headquarters. I led and oversaw the move to our sleek, modern, new facility; it's three times the size of the old facility! With a massive new warehouse, plus logistics, operations, and new product development and design all under one roof, I was able to implement enhanced quality control processes that were even more stringent than the tough standards already in place." Courtesy of HairUWear

Articles in this issue

Links on this page

Archives of this issue

view archives of Beauty Store Business - SEP 2017