Market Overview

Keranique Sets Forth Strategic Approach for Global Multi-Channel Expansion


Keranique Sets Forth Strategic Approach for Global Multi-Channel Expansion

PR Newswire

JERSEY CITY, N.J., July 24, 2018 /PRNewswire/ -- Keranique®, the Women's Hair Growth Experts™, furthers their position as the fastest growing and largest brand dedicated to women affected by thinning hair and hair loss through rapid channel expansion in retail, professional salon and international markets for 2018.

Keranique has experienced impressive year over year growth winning the loyalty of over 2 million customers. "Since launch in 2010, we have invested over $100 M in broadcast media to educate and share a message of hope to the growing number of women who experience thinning hair and hair loss", explains Thomas Shipley, Co-Founder and CEO of Atlantic Coast Brands. With over 46 million women struggling with thinning hair and hair loss, Keranique is well positioned for even greater expansion in 2018 and beyond. "This year we are taking our business to the next level," says Andrew Surwilo, Co-Founder and CEO of Atlantic Coast Brands. "We've created an astounding customer base supported by retailers and industry professionals and are excited to now implement additional initiatives which will provide even wider access to the proven solutions Keranique offers."

In 2017, Keranique doubled in-store presence for consumer retail channels including Ulta Beauty, CVS, Sephora, HSN, and among others. This year marks the exciting expansion into professional salons with the full line and new exclusive in-salon treatment. This decision was led by the brand's findings from a study conducted by Research Now, where customers attributed their stylist recommendation as the top reason behind their purchase of Keranique. "We were surprised by this data so we took a hard look at how we can become an even greater resource for stylists and salons as they look for meaningful solutions for their customers with thinning hair. Today, we are excited to announce our distribution agreement with direct-to-salon wholesalers, TruBeauty Concepts and Princess Professional", states Surwilo. Taking this expansion one step further, Keranique has developed a unique in-salon treatment tailored to the importance of scalp health with their Hair and Scalp Facial Treatment, available at salons that carry the brand. Keranique has also created an online hair loss training and certification program to support and educate its new salon partners to ensure the highest level of service to the end customer.

Continuing to build professional, retail and international expansion, Keranique will, for the first time, showcase at the exclusive beauty trade show, Cosmoprof North America, held at The Mandalay Bay in Las Vegas. This three-day event in July provides the brand the opportunity to discover new channels for distribution while forming key relationships with top industry professionals, retailers as well as press and influencers. "We are excited to be a part of Cosmoprof this year and share Keranique to a new audience of beauty professionals. We will also be joined by Board-Certified Hair Restoration Physician and CEO of Bauman Medical, Dr. Alan J. Bauman, to showcase a leading hair loss diagnostic tool and discuss hair regrowth solutions for women at our booth", states Shipley.

On the consumer front, in an effort to translate user testimonials on a larger digital scale, the brand will work with key beauty influencers on a personal hair journey campaign that shares their struggle with hair loss or hair thinning and their experience with Keranique. This influencer campaign will feature celebrity stylist and brand ambassador, Franco Della Grazia, and a board certified dermatologist to share how various industry professionals recommend Keranique to a wide audience of consumers.  

Looking ahead, the brand will expand internationally with retail distribution in Canada beginning early 2019. With a significant existing direct-to-consumer business, Keranique is excited for this growth opportunity and will support this expansion through radio, TV, and social media campaigns in both French and English.     

Keranique®, the Women's Hair Growth Experts™, has developed a system of haircare solutions to effectively address the underlying causes of women's hair thinning and loss. Formulated with its proprietary Keratin Amino Complex™, the collection of mild cleansers, gentle conditioners, intensive treatments, and light-weight styling products help nourish the scalp and fortify thinning hair, in order to promote healthy hair growth, protect against hair loss and damage, maximize fullness and create the optimal environment to grow  fuller, thicker, healthier hair.

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