Thursday, December 17, 2009

Coming soon to Target: Frédéric Fekkai

StyleList is reporting that the luxury hair care brand Frédéric Fekkai will roll out in mass drugstores (including Target) over the next year... and that Sephora immediately confirmed it will drop the line.

Fekkai's classic products - which include the Glossing, Full Volume and Technician Color lines - will reportedly become available at both Target and Walgreens. The higher-end Fekkai Advanced line will continue to sell at prestige retailers like Saks Fifth Avenue and Neiman Marcus.

One leading analyst said that Fekkai's parent company P&G's strategy is most likely, "Do we let Sephora be angry so we lose $20 million in business but we gain a possible $50 million [in the mass market]?"

But there is also talk in the industry that Fekkai could end up like Nexxus - another prestige brand that entered the mass market in 2008 and has since suffered the commodification of a cheapened image.


kbfenner said...

I love the Technician Color Care Mask, and use it almost every day.It really smooths my fine, frizzy colored hair without weighing it down. If they sell it in Target, I will be very happy.

The Fekkai products I've tried do seem to be very good, if pricey.

Target-Addict said...

Thanks for the tip on the hair mask! I'll have to try it.

The Owl's Closet said...

oh wow! this is exciting:D i love frederic fekkai products especially the glossing spray:) thx for sharing!