01.04.16
Dermstore is building its hair care stable. The online reatiler is the exclusive stockiest for TextureTame, a permanent, at-home, anti-frizz smoothing treatment, and it is the first US retailer to debut a new hair straightening device from DAFNI.
"We've worked diligently to become our customers' most trusted resource for innovation, and it's critical to our strategy to be first-to-market with products that are shaping the future of beauty and self-care," said Jani Friedman, CMO, Dermstore. "When it comes to supporting daily choices like how to style and tame your hair—a decision women make every day—we have an insatiable curiosity for what's new and next. We believe TextureTame and DAFNI are two brands that are evolving the professional haircare solutions landscape."
Dermstore says TextureTame marks a significant milestone in its exclusive brand growth strategy, which currently includes hair care brand Harry Josh Pro Tools. TextureTame, billed as the first-ever at-home treatment that tames frizz permanently, the chemical-free, 3-step system allows women to achieve silky smooth, manageable and frizz-free hair without affecting the hair's genetic wave or curl pattern.
Dermstore has become the first retail channel to the DAFNI Hair Straightening Ceramic Brush in the US market. It has a patented 3D ceramic surface design that blends the ease of a hair brush with the results of a flat iron.
"Women have a deep emotional connection with their hair, and styling it can be daunting and even defeating. These moments often lead her to seek a solution or inspiration through online search," says Beaupain. "As a digital company, Dermstore is able to analyze this data to guide our decisions in investing in new brands, like DAFNI and TextureTame, that not only make styling easier but also more importantly, help her feel beautiful and more confident."
"We've worked diligently to become our customers' most trusted resource for innovation, and it's critical to our strategy to be first-to-market with products that are shaping the future of beauty and self-care," said Jani Friedman, CMO, Dermstore. "When it comes to supporting daily choices like how to style and tame your hair—a decision women make every day—we have an insatiable curiosity for what's new and next. We believe TextureTame and DAFNI are two brands that are evolving the professional haircare solutions landscape."
Dermstore says TextureTame marks a significant milestone in its exclusive brand growth strategy, which currently includes hair care brand Harry Josh Pro Tools. TextureTame, billed as the first-ever at-home treatment that tames frizz permanently, the chemical-free, 3-step system allows women to achieve silky smooth, manageable and frizz-free hair without affecting the hair's genetic wave or curl pattern.
Dermstore has become the first retail channel to the DAFNI Hair Straightening Ceramic Brush in the US market. It has a patented 3D ceramic surface design that blends the ease of a hair brush with the results of a flat iron.
"Women have a deep emotional connection with their hair, and styling it can be daunting and even defeating. These moments often lead her to seek a solution or inspiration through online search," says Beaupain. "As a digital company, Dermstore is able to analyze this data to guide our decisions in investing in new brands, like DAFNI and TextureTame, that not only make styling easier but also more importantly, help her feel beautiful and more confident."