Beauty Store Business

JUN 2019

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beautystorebusiness.com | June 2019 29 products have been packaged since the start. Macdonough and his team did initially consider a more modern makeover. But a few months into revamp talks, Macdonough had an "aha" moment at Cosmoprof Hong Kong. "From across the room, I saw an Italian woman point at a pink bottle I had on the table and excitedly exclaim, 'That's Crazy Color!'" he recalls. "She couldn't see the label, yet she still knew the product." He flew home and told his group to stick with the iconic design. COMING TO AMERICA PBS launched Crazy Color in the U.S. market at Cosmoprof Las Vegas in 2018, followed by a presentation at Premiere Philadelphia a few months later. The line now totals 41 kaleidoscopic offerings–but the American color market is already somewhat saturated. To break through, company pros are deploying a specific set of branding goals. "The size of the bottle has grown slightly taller and larger, expanding to 150 ml while remarkably maintaining the same price point," says Daly. "That makes ours a high- performance dye that's also very affordable." 1950s Renato and Gino Brunas leave their native Naples to train as stylists in Paris. 1965 Gino joins his brother in England , and together they launch Renbow International. 1972 Renato develops the color palette that will soon be called Crazy Color. 1984 Renato becomes the first-ever recipient of an Alternative Hair Show award for services to the hairdressing industry. 1987 Gino and Renato establish Renbow USA in Pennsylvania to expand their booming business in America. 2018 Over four decades since its launch, Crazy Color now ships to 50 countries worldwide. 2001 Renato receives a Lifetime Achieve- ment award from the Professional Beauty Association in Los Angeles. 2009 Professional Beauty Systems acquires Crazy Color , following a long-standing friendship with Renato, who's now ready to enjoy retirement. 1977 Crazy Color hits markets with a splash. 1982 The master stylist draws record crowds at London's Barbican Center for the debut of his legendary hair show, London Beauty Festival. 1960s Renato moves to London and opens a salon in Mayfair that becomes the go-to spot for English high society, diplomats and royal family members. These best-selling offerings are among the brand's most popular. 1. Fire Semi-Permanent Hair Color Cream: "After Rihanna dyed her hair bright red, we were selling this hue as fast as we could make it," says Daly. 2. Peachy Coral Semi-Permanent Hair Color Cream: Says Daly, "Kylie Jenner's peach emoji-colored hair was responsible for this product's benchmark spike." 3. Lime Twist Semi-Permanent Hair Color Cream: A la Nicki Minaj, this color is on the rise. 4. No Yellow Shampoo: This high-speed toning shampoo helps banish yellow and gold notes, leaving behind a clean blonde canvas. 5. Pastel Spray in Marshmallow, Peachy Coral, Lavender and Bubblegum: Formulated specifically for blonde hair, these are easy intros to creative color. Spray on wet or dry strands for color that lasts three washes. 1 2 3 4 5

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