Ken­dall Jen­ner’s New­est Beauty Gig

WWD Digital Daily - - News - BY FAYE BROOKMAN

The model is mak­ing her im­print in the hot­ter-than -ever hair-care tool mar­ket.

While Kylie Jen­ner and Kim

Kar­dashian's prod­ucts are cre­at­ing a sales frenzy at Ulta Beauty, Ken­dall Jen­ner is mak­ing waves of her own in an­other beauty cat­e­gory — hair- care tools.

Jen­ner was the in­spi­ra­tion and has be­come the face of Run­way Se­ries, a styling line from a new divi­sion of the JH Group called For­mawell Beauty. JH Group is a Cal­i­for­nia-based hair- care com­pany founded by Dr. Emil Hakin, a 25-year-plus in­dus­try vet­eran.

“Our goal was not to be just an­other tool line,” said Ron Razeggi, chief op­er­at­ing of­fi­cer of For­mawell in re­gard to the Run­way Se­ries. “We wanted to bring sa­lon-qual­ity prod­ucts at an af­ford­able price. Hair is part of the fash­ion in­dus­try and who bet­ter than Ken­dall Jen­ner to in­spire our pack­ag­ing and de­sign? Now the tal­ent and the prod­uct have come to­gether to launch on so­cial me­dia and at re­tail.”

Jen­ner head­lines the so­cial me­dia cam­paign shot at Los An­ge­les' Milk Stu­dios that kicks off the launch on Dec. 8. The mar­ket­ing push will also in­clude 15 other so­cial me­dia in­flu­encers who com­bine for more than 200 mil­lion fol­low­ers. Razeggi said Jen­ner will also ap­pear at launch par­ties and, go­ing for­ward, will have di­rect in­put into fu­ture prod­ucts.

“I work all over the world at fash­ion shoots and on run­way shows, so I need to know that my hair looks its best and stays in great con­di­tion,” stated Jen­ner, who was a head­liner at this week's Vic­to­ria's Se­cret Fash­ion Show. “I trust the Run­way Se­ries tools be­cause they give me con­fi­dence ev­ery time I step out on to the run­way or when I am hav­ing a night out with friends.”

The prod­ucts in the line in­clude: For­mawell Run­way Se­ries Pro Hair Dryer, For­mawell Run­way Se­ries Pro Flat Iron, For­mawell Run­way Se­ries Pro Curl­ing Iron and For­mawell Run­way Se­ries Pro Hair Brushes — in­clud­ing rounds, de­tan­glers and pad­dles. Prices range from $14.99 to $119 for the col­lec­tion that will be sold at For­ as well as sev­eral de­part­ment, spe­cialty and mass re­tail­ers. “We wanted to bring sa­lon qual­ity at an af­ford­able price,” Razeggi said. In­dus­try sources said, de­pend­ing on how large distri­bu­tion grows, the line could fetch sales ex­ceed­ing $100 mil­lion. JH Group did not com­ment on sales pro­jec­tions.

All of the For­mawell Run­way prod­ucts are in­fused with ionic- gold min­eral tech­nol­ogy. Ac­cord­ing to the com­pany, the ionic gold fu­sion tech­nol­ogy pro­motes ul­tra-shiny and con­di­tioned hair thanks to high lev­els of neg­a­tive ions and in­frared en­ergy from 24-karat gold min­er­als. JH Group has a her­itage in sa­lon hair- care liq­uids and tools and was a pi­o­neer in ionic tech­nol­ogy.

Run­way Se­ries hits the mar­ket at a time when styling tools are show­ing greater per­cent­age growth than over­all hair- care prod­ucts, ac­cord­ing to Nielsen data. Sales are pro­pelled, ac­cord­ing to Kline and Co., by greater avail­abil­ity of sa­lon-qual­ity prod­ucts at re­tail. Re­cently, Hot Tools launched a mass mar­ket line called Sig­na­ture Se­ries at Wal­mart.

Stylist Kristin Ess also just un­veiled a line of tools in tan­dem with her hair care at Tar­get. An­other trend boost­ing hair tool sales, re­tail­ers said, is im­proved ap­pli­ances that lessen dam­age to hair or work in tan­dem with com­ple­men­tary liq­uids to pro­duce long-wear­ing re­sults.

Jen­ner has a suc­cess­ful ap­parel and ac­ces­sories line with her sis­ter called Ken­dall + Kylie. She was also the face of the now dis­con­tin­ued Estée Edit. Jen­ner's half-sis­ters Kourt­ney Kar­dashian, Kim Kar­dashian and Khloé Kar­dashian launched hair tools in 2014 with Farouk Sys­tems. The line is no longer men­tioned as a brand on Farouk's web site, but some items are still the mar­ket.

Ken­dall Jen­ner ap­pears in the cam­paign for a new hair-care tool line called Run­way Se­ries.

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