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.