![]() ![]() His factory in Niagara Falls even runs on renewable hydro-electric power. What I love about him is that he doesn’t just talk the talk but walks the walk. He is 70 years old and has been producing sustainable packaging since the end of WW2. In terms of packaging, we found an amazing partner in Canada. Sustainability is a moving target and we want all our products to not just have a minimal impact on the planet, but for them to have a positive one. Today, there isn’t one sustainable regulation across the industry, but we have very high standards and try to be the best we can be. When I bought back the company in 2018, I did it with the mission of giving consumers the most sustainable products with the cleanest formulas. Tell us more about your mission to ‘create the cleanest, most sustainable hair care that delivers salon performance to every customer?’ How has this ethos informed your business approach over the years and how does it colour your travel retail strategy? We believe our range will be great for gifting too, as it allows travellers to give their loved ones a product that isn’t available in their country.Ī pioneer in the luxury haircare space, Fekkai seeks to break new ground in travel retail with its travel friendly line of targeted products Our travel retail offering will comprise a wide array of minis at 8.5 ounces that enables travellers to have a great selection of products that are effective and wonderful for the environment. In our case, they will discover a brand that has the global authority in salon performance, with well-respected reputation as stylist to the stars. They want to be the first to discover something new. This sophisticated customer is always looking for exclusivity and brands that aren’t readily available everywhere. The travel retail customer is very sophisticated and are very familiar with brands. How do you plan to translate that success into travel retail? We have just launched an amazing line that focuses on Apple Cider Detox, which takes inspiration from a brand I launched many years ago that was centred around apple cider vinegar, and we have more haircare styling products that are coming out too.įekkai is renowned for its strong professional hair and salon business. Most of these lines will be available in mini-formats and travel-friendly sizes for travel retail. Today, we have developed a fantastic collection of products forming different franchises from Full Blown Volume, Technician Color, Brilliant Gloss, Super Strength, CBD Scalp Calming, Baby Blonde and Shea Butter. We are a heritage salon brand, one of the first in the industry. Let ’s start with Fekkai’s presence at the Virtual Travel Retail Expo? How will you be using the event? He also outlines the tangible ways in which his business is creating a positive impact on the planet and his mission of becoming the cleanest, most sustainable and most effective salon haircare brand in travel retail and beyond.įekkai has vowed to create the cleanest, most sustainable salon performance brand in the world In this illuminating interview, Frederic Fekkai talks about his overall vision for travel retail, balancing profit and purpose, and the role his eponymous brand will play in expanding the relatively-new haircare category in the channel. We want to be a pioneer in sustainability, we want to make it sexy.” Today, people are challenging our aim to be completely sustainable, but we are proving that we are. Back then, people thought I was crazy because haircare was always a commodity and not a luxury product. “When I first started this business in the mid-nineties, I set out to produce the first-ever luxury haircare brand. ![]() Armed with a renewed vision, Fekkai, a pioneer in the salon haircare space, set out to become ‘the Tesla of sustainable luxury haircare’. “Sustainability is a moving target and we want all our products to not just have a minimal impact on the planet, but for them to have a positive one.”įekkai, in partnership with private investment company Cornell, bought back his company after selling it to Procter & Gamble in 2008. “When I bought back the company in 2018, I did it with the mission of giving consumers the most sustainable products with the cleanest formulas,” says Founder Frédéric Fekkai as he looks back on the beginning of his namesake brand’s ambitious sustainability journey. When Fekkai exhibits at next month’ s Virtual Travel Retail Expo, the company will not only be showcasing its renowned haircare products but a notable heritage and a deep-rooted philosophy very much in tune with our times. “I want to be the Tesla of sustainable luxury haircare” Frédéric Fekkai
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