Debenhams expands beauty offering with SALON64 hair care launch
The capsule hair care collection, which was created by celebrity hair stylist and owner of SALON64 Ricky Walters, comprises eight new products: four shampoos and four conditioners.
Walters has tended to the manes of stars like Sandra Bullock, Will I Am, and Jodie Kidd, and his session work has included Hollywood film premieres, the GQ Grooming Awards, the BAFTAS, and the BRIT awards. His Soho-based concept hair salon is a honeypot for stars and ‘socialites’ and even turns into a cocktail bar at night-time.
"Innovative X3 Intelligent Ingredient System"
According to the brand, the products have been created with an “innovative X3 Intelligent Ingredient System” that enhances shine, moisture retention, and volume/texture.
The formulations feature its X3 shine and anti-static agents that “wrap around every follicle to repair, condition and create an extra sensory soft touch and feel,” as well as a X3 unique antioxidant complex made with caffeine, charcoal, dandelion and burdock to strengthen hair and scalp microbiome.
The products are also formulated with a 100%-natural betaine surfactant.
Priced from £19.99, the range includes: Viva La Shine Shampoo and Conditioner; Viva La Volume Shampoo and Conditioner; Viva La Moisture Shampoo and Conditioner; and the higher-end Liquid Gold Shampoo and Conditioner (priced £44.99 each): a luxury weekly treatment that is infused with ‘Pure Gold’.
Emulating luxury beauty halls: online
According to Debenhams’ CEO Dan Finley, the SALON64 launch was part of its “ongoing mission to provide high-quality beauty products which cater to our customers.”
Since it closed its brick-and-mortar stores and placed a focus on ecommerce retail, Debenhams has also put more emphasis on building the beauty category. Its ecommerce platform Debenhams.com has launched over 50 new beauty brands within the past year, including Estée Lauder, Mac, Clarins, Olaplex and Shiseido.
The retailer also opened one physical brick-and-mortar store in London's Soho that's entirely dedicated to beauty: the Debenham's Beauty Showroom.
Going forward, the retailer has shared that through its ecommerce platform it is committed to: “expanding the beauty department and emulating the high-quality of the department store beauty halls.”
