straight and healthy. For very curly hair, it will minimize the frizz, but the hair will probably not become completely straight.


Application process Prior to the keratin treatment, the customer should wash hair with the Purifying Shampoo, which comes with the kit, and blow-dry almost completely. After the keratin is applied and spread evenly through the hair, it should be left on for 20 to 25 minutes before the hair is completely blow-dried. Next, the flat iron should be passed from the roots to the ends of small sections of hair at a time. Recommended daily maintenance includes using the


shampoo and conditioner that comes with the kit and, for best results, the Keratin Extend Stabilizing Spray and Instant Keratin Gold, a formula that further repairs and adds moisture to hair. The latter two products are sold separately.


Product packages The Do-It-Yourself Jumbo All-In-One Kit is Salon Favorite’s flagship product. Priced at $199.99 retail, the kit contains enough keratin formula for three to four treatments. The treatments straighten and restore keratin to the hair for up to one year, and the kit comes with two shampoos, conditioner and tools—except the Hair Straightener Flat Iron, which the company sells separately. Tools that come with the kit include two special combs and a brush, an applicator bottle, plastic cap and gloves. If women decide they do not like the straighter look, they can stop using the shampoo and conditioner, and the curls will return after about a month, Taieb says. Also retailing for $199.99, the flat iron heats up to 450 degrees F, which is necessary for the treatment process. It features a microchip temperature control and LED temperature display. A second kit, retailing for $99.99,


contains enough materials for one to two treatments (depending on the length and volume of the hair). A one-time treatment for $39.99 is also available. This does not come with the shampoo and other accessories. Salon Favorite also offers


Moroccan Argan Oil Hair Serum, made from the fruit of the argan tree, which grows in Morocco. The serum,


one of the company’s top sellers, is priced at $39.99. A bottle lasts about a month and is meant to be used on a daily basis to revive, hydrate and detangle damaged hair and render a silky, shiny finish. Finally, customers can also purchase the Keratin Extend


Stabilizing Spray separately. The product, at $19.99, delivers keratin loss protection and can be used to prolong the effects of the keratin treatment.


Company Name: Salon Favorite Website: salonfavorite.com


Number of carts selling concept now: 8 (but may have gone up)


Number of employees: almost 30


Mission: To provide outstanding salon products directly to consumers, in a world-class environment.


Strength of concept: The first company to market a lower-cost alternative to salon keratin treatment; formaldehyde-free product


68


Headquarters: Beverly Hills, CA Specialty Retail Report n Winter 2011


Forefront of demand Hair care is a thriving industry and keratin is a growing category. “Keratin treatments are becoming the number one treatment for many salons,” Taieb says. According to Taieb, women are drawn to the treatment


because it allows them to look different and beautiful while making their hair healthier and easier to manage. “Celebrities are getting keratin treatments, and it’s helping to make the category more popular,” Taieb says, noting that Salon Favorite


SpecialtyRetail.com


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