Cloud 10 Hair Care introduces custom-formula hair care products
Newly launched Cloud 10 Hair Care is a customizable line of hair products that targets the burgeoning custom hair care market and millennials in particular. The line is a joint-project between Boca Raton, Florida-based hair salon owner Jodi Dery and ex-QVC founder Joe Segel’s firm ProfilePro, a multichannel brand development company.
After watching her hairstylists customize existing products for her salon’s customers, Dery decided to develop that concept into a retail line. She also noticed that her millennial customers were eager for products uniquely tailored to their hair types. Dery teamed up with ProfilePro and Segel to create the just-launched website where customers fill out a questionnaire to receive personalized hair care products sent to their homes.
"Customization is a key trend in today's retail landscape, and Cloud 10 Hair Care believes that shampoo and conditioner should be no exception," said Segel in a statement about the new project.
The Cloud 10 Hair Care website describes itself as “whimsical,” using visual puns and color to engage and amuse its users. The platform parses a customer’s questionnaire to generate a hair care profile, which it then matches to a database of “finely tuned and stability-certified formulas” used to create the custom shampoos and conditioners. Other personalization options include scent, lather type and even packaging design.
Cloud 10 Hair Care is not the only brand exploring the custom haircare market. Competitor Function of Beauty has been offering a similar concept since December 2015, which has met with glowing reviews from major beauty digital and print publications. Investors are interested in the concept too. Function of Beauty just raised $9.5 million dollars in a funding round for its custom shampoos and conditioner combos, which offer customers 12 personalization categories.
Cloud 10 Hair Care products start at $8 for a travel-size bottle of shampoo or conditioner, $16.45 for a 10-oz. bottle of either, and $25.95 for the set.
Per an independent study by Ken Research, the United States hair care product industry is continually growing and should attain revenues of $13.4 billion by 2020. While the custom hair care field accounts for just a fraction of the industry, millennial and investor interest in more personalized hair care could soon transform it into a thriving personal beauty niche.
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