With a focus on accessible luxury and an effortlessly chic “perfectly imperfect” styling sensibility, hair care brand Kristin Ess Hair is now taking on hair repair and protection with a power-packed new collection exclusive to Target. Comprised of eight treatment/wash and care sku’s, Kristin Ess+, is designed to repair hair bonds while protecting it from future damage with first-of-their-kind restorative complexes.

“This collection is super timely,” said Molly Kennedy, Vice President of Marketing at Maesa. “Kristin Ess+ is actually going to make your hair healthier but in a way that makes it easy to style and look good instantly. It’s where the salon meets science.”

At the core of the new Kristin Ess+ line, which includes two subcollections within it, Kristin Ess+ Peptide Restore and Kristin Ess+ Peptide Protect, are two new complexes. Bondmimetic2 Molecular Complex, a blend of two proprietary technologies: biomimetic (biology-mimicking) and bond building, can be found in the Kristin Ess+ Peptide Restore products, while the line’s Peptide Protect products feature Color Shield UV complex, which protects hair from UV rays and preserves color vibrancy.

“Hair damage happens on multiple levels, and most technology repairs either the outside or the inside of the strand, so bringing together these two complexes into the line was very interesting to us,” said Kennedy. “We worked closely with our product development and our R&D teams internally to develop these technologies that deliver two repairs in one.”

Rolling out exclusively to all Target doors and target.com on Feb 2, Kennedy revealed that Maesa is expecting to see “big incremental growth” from the launch of Kristin Ess+.

“Target is getting behind it in a big way, so we’re really thrilled with all of the support they’re bringing,” she says, hinting at some “exciting” store displays during launch time. “We think [Kristin Ess+] is going to become a major part of the overall brand.”

Molly Kennedy, VP Marketing, Maesa

According to Kennedy, the reparative space was chosen strategically in partnership with Target. For Maesa, launching products via exclusive retailer collaborations allows the beauty firm to seamlessly identify white space within a specific retail landscape, then work collaboratively to disrupt it.

“We do a lot of retailer exclusives and have a high success rate with launching new brands,” said Kennedy. “That’s part of what we call Maesa Magic. We work super closely with our retailer partners in building up the success of our brands. When we do that, retailers lean into the mix because it’s meeting a specific need for them and their consumers, driving overall category growth for them. [This also allows us to] actually interrupt shoppers in the store, because it’s something that they’re not expecting to see.”

 

The Modern Hair Care Consumer

With a continued focus on health and wellness across the beauty industry, the hair customer of today is following suit. While still interested in salon styling and professional treatments, she may be spacing out visits, and embracing efficacious products that extend time between appointments. Because this customer is also someone who colors their hair regularly and styles it with hot tools, she is looking for formulas that can simultaneously repair damage and protect from future damage.

“People are looking for longevity of results and true effectiveness, not just something that looks shiny but [something that] actually works to improve hair health,” said Kennedy. “But how your hair looks is becoming more important again too. So, there’s more interest in products that make it easy for it to look good.”

Kennedy goes on to say that 46% of consumers using hair treatments are looking for damage repair when shopping. In addition to repairing existing damage, there is also growing emphasis on preventative measures to protect hair from future damage, including shielding hair from heat, UV rays, and environmental pollutants. She also makes note that it is a unique product proposition to include these restorative elements in wash-off products (namely shampoo and conditioner), especially in the mass market where color protection products often do not offer UV protection benefits.

Born out of the salon world, Kristin Ess launched exclusively into Target doors in 2017 and, according to Kennedy, was the first brand created by a female hairstylist in the mass space.

With its signature “perfectly imperfect” aesthetic, Kennedy said achieving that slightly tousled, yet polished look is exactly what today’s customer is looking for.

“Our minimalist chic approach comes through in every touch point – from the packaging to our social content,” said Kennedy. “We all know that when you want to look like you’re not trying it can take a lot of effort, so what’s really unique about this brand is that we make it easy to achieve that look like you didn’t try too hard.”

The Collection

Perfectly timed for today’s hair care landscape, the Kristin Ess+, product line is designed to be truly disruptive. Among the standout offerings is an Overnight Bond Revitalizing Dry Mask, which can be sprayed onto dry hair and brushed through at nighttime to quickly and efficiently improve hair health. According to Kennedy, clinical and consumer testing reveal that the Dry Mask increases hair strength and elasticity, decreases breakage and repairs hair from heat, bleach, color, chemical, and UV damage – after just one use. Another notable sku is the Bond Fortifying Serum, which acts as a “supercharged turbo repair system” to support hair strength, while protecting it from heat damage.

The range – priced between $16.99 and $18.99, and suitable for all hair types and textures – also includes an Anti-Fade Shampoo and Conditioner, Peptide-Infused Strengthening Shampoo and Conditioner, an Anti-Fade Leave-In Conditioner and Bond Recovery Leave-In Treatment – all of which can be used together or apart or mixed with the brand’s signature line for more personalized results.

“All of our products are designed to be buildable for mixing and matching depending on what your needs and preferences are,” said Kennedy, adding that all formulas in the line are infused with fine fragrance inspired scents for an elevated, prestige experience. To help get the word out, Maesa is introducing a hair artistry team. Composed of seven “powerhouse female hairstylists,” this team will be armed with Kristin Ess+ products for red carpet moments, photo shoots, celebrity hairstyling (with clients like Selena Gomez and Nicole Kidman), influencer and social media content creation and hairstylist education. The brand will also put forward paid social initiatives and even a billboard in Times Square to coincide with the launch.

Additionally, Kristin Ess is continuing its partnership with Glamsquad, arming Glamsquad stylists with Kristin Ess+ products, while continuing to engage with the hair stylist and influencer communities.

“We’re focused on bringing that idea of salon-meets-science across consumer touch points, owned earned and paid content,” said Kennedy. “We have our influencer partnerships and events to continue engaging and growing our community and really driving that brand buzz and excitement from an earned perspective around this launch.”