Estée Lauder has partnered with Boots UK to launch a new product category, premium hair care, to ultimately enter 300 Boots stores in the United Kingdom, stores that currently carry prestige skin care, color cosmetics and fine fragrances. Both Bumble and bumble and Ojon will serve as anchor brands for the new category, with fully branded merchandising and customized fixtures supporting in-store presence. The premium hair care section will be located adjacent to the stores’ existing prestige beauty categories, which includes the Estée Lauder and Clinique color cosmetics names.
To support the presence of Bumble, the brand will have a qualified Bumble and bumble hairstylist to give hair care and styling advice in-store. Each unit will also have a styling chair for the consultant to provide live styling and allow customers to try before they buy. Innovative touch-screens look to provide product and styling information, as well as salon locations to drive customers to Bb salons in their area.
“This is an example of our commitment to creating awareness of our brand and driving customers to our salons,” said Peter Lichtenthal, President, Bumble and bumble. Bumble has 160 network salons in the UK, its largest international region.
Ojon, best known for its hair treatment and repair products, will launch six hair care rituals at Boots: damage reverse, dry recovery, volume advance, color sustain, full detox and super sleek. Each Boots location will have dedicated Ojon hair advisors.
“This is a significant time for Ojon and our industry in Europe. We believe Boots is an ideal partner for us to further advance our leadership in repair and treatment in the premium hair care space,” said Ojon Global President and General Manager, Jane Lauder.
The premium hair care sector will initially launch into 29 Boots stores between August and October 2012.