Ouai Haircare, the emblem founded by movie star hairstylist Jen Atkin, has launched a devoted frame-care product as it seeks to broaden its scope.
The new product, the After Sun Body Soother, is pores and skin-cooling foam intended to be used after sun exposure. It launches in all 410 Sephora doorways on May 10, after debuting online at Sephora.Com and the logo’s e-trade web page, TheOuai.Com, final week. Also, ultimate week, it became stocked in Nordstrom, Urban Outfitters, and Selfridges in the U.K.
The standalone body product follows the releases of Ouai’s twin hair-and-body merchandise: Rose Hair & Body Oil in May 2017 and Scalp & Body Scrub in August 2018. Those merchandises are a number of the top-five bestsellers for the emblem, consistent with Laura Bernthol, Ouai Haircare CMO. Following the After Sun Body Soother release, Ouai will debut a fragrance within the 1/3 zone and release products in additional categories in the fall, stated Bernthal. However, she declined to show the kinds. In 2018, Ouai brought in an envisioned $23 million in sales, in line with WWD.
“Skincare has come to be more popular,” said Bernthal. “It’s not simply your face; it’s also scalp and frame. A lot of innovation in hair care stems from skincare, and [that’s why] we are extending into frame now.”
It is an opportunistic time to release into body care. According to marketplace research company NPD Group, body care made up just five% of the more considerable $5.6 billion prestige skincare income in 2017, signifying lots of white space for growth.
Other haircare brands also are broadening their scope: Briogeo kicked off 2019 by announcing it turned into getting into health, and R+Co began experimenting with make-up and perfume in February. Stretching one’s limits past hair has also tested savvy for acquisition purposes. In June 2016, top rate haircare logo Oribe moved into six new categories without delay, inclusive of pores and skin care and frame care, and turned into then acquired using Kao USA Inc. A 12 months later.
“[With] new brands, there aren’t regulations on how to make correct products. You earn your network’s trust and grow with them,” said Jen Atkin, Ouai Haircare’s founder. “More and different way of life brands becomes the norm. We are sincerely excited to experiment with new categories at the same time as staying genuine to our network’s wishes.”
We determined to create the after-sun product after learning that its dual-motive products were primarily used at the frame, said Bernthal. In 2018, the emblem used Instagram (wherein it has 840,000 fans) to post polls and ask questions in its photograph captions around what clients are searching out in product categories and what they enjoy need to sense like. The After Sun Body Soother has been designed to now not simplest be “Instagram-pleasant,” Bernthal said, however also to be extra amusing than a lotion — it’s allotted as a foam.
The logo depends on three hundred unpaid influencers together with Sivan Ayla (@sivanayla, 249,000 fans) and Elle Ferguson (@elle_ferguson, 656,000 fans) to launch the product. The influencer mailer consists of the product and a sheet of stickers, and a reusable tote—Jen Atkin, who has 2. Nine million followers have also posted at least four instances about the product because it was released, and Ouai has posted approximately it almost every day. Bernthal said the emblem’s Instagram feed would most often function shots and highlight substances and blessings of merchandise and movies of influencers using the goods. Instagram Stories, in the meantime, could be more “experiential,” showing off the packaging or the cooling sensation of the After Sun Body Soother.
“Consumers sense accept as true with positive brands. Our customers had been involved and curious for brand new merchandise,” she stated. “Haircare is our expertise that will constantly be a vast quantity of enterprise, but developing into new categories, like body, is a superb suit as nicely.”