Over 150 friends, industry folks and media mingled, sipped bubbly and noshed on tater tots, mini sliders and chicken salad while a DJ spun 80’s hits on the 9th floor of Bergdorf Goodman. Normally, the John Barrett Salon, which inhabits the entire floor, is far more subdued. But tonight the iconic owner was hosting Tamara Ecclestone, a British model/socialite, and the eldest daughter of Formula One CEO, Bernie Ecclestone.
The reason for the celebration was the release of her new hair care line, Show Beauty. The collection consists of 11 styling and finishing products including Decadence Hair Fragrance ($60), Divine Thickening Lotion ($45), Sheer Thermal Protect ($40), Lux Volume Mousse ($35) and Premiere Dry Shampoo ($35), all of which are free of parabens and sulfates. Each is designed to offer high-performance results based on a polymer technologies, which help one attain long-lasting styles. Most noticeable is the powerful scent of the products thanks to Givaudan, the perfumer with whom Tamara collaborated. The olfactory experience took 18 months and the result is sweet without being sickly, according to Tamara. “I had a clear image of what I wanted it to smell like. I don’t wear perfume so the scent was very important to me,” she explained. “I’m very happy with the results. It smells like being on holiday and desserts.”
The fragrance combines lush rose water and rosewood with the sweet notes of creamy caramel and almond butter, with vanilla, tonka bean and sensual patchouli blending into the background. “I found there were really no luxury hair care lines out there, and if there was, their packaging was very basic. There’s so much luxury in terms of skin care but I saw a gap in the market in terms of hair care,” she said, when asked why she created the line. “What I’m really proud of is that you’d want to have these on display in the bathroom.”
Surprisingly, Tamara chose not to release a shampoo or conditioner, both of which are on the docket for 2014. “I’ve found people are very loyal to those items and more inclined to try new styling products,” she admitted.
Show Beauty was first released in London in March at Selfridges & Co, Harrods and Harvey Nichols; it is now sold in Dubai, and is a Bergdorf exclusive. John Barrett, who has his own hair care line, was very enthusiastic about the products. “I wanted something a lot more glamorous in the salon,” he said. “And I first looked at the line with skepticism. Then I tried them.They’re great styling aides.” Though he realizes the relationship between hair products and a perfumer is an unusual one, the salon owner and stylist felt the duo seemed to co-habitat well. “It’s fine fragrance for your hair,” he added. “And not everyone can pull that off.” Only time will tell if Tamara and Show Beauty have the legs to compete against the hundreds of established hair care items available in the market. Just don’t expect to see any scented motor oil added to the line anytime soon.