Profile Pro launches customized hair care for women 30+

By Deanna Utroske contact

- Last updated on GMT

image courtesy of the brand
image courtesy of the brand

Related tags: Hair care, Generation y, Brand, Hair conditioner

On the premise that different consumer demographics appreciate different product customization and retail options, the new HairRx brand is set to make its retail debut on QVC before the year is out.

ProfilePro LLC, is a multichannel brand development company currently specializing in custom hair care and styling brands. Salon owner Jodi Dery, serial entrepreneur Joe Segal, and communications expert Ellen Langas serve jointly as CEO; and the ecommerce and marketing consultant Harold Poliskin was involved early on.

The company launched with eponymous brand Profile Pro in 2015. Early this year they introduced Cloud 10 Customized Hair Care. And the HairRx brand will be next.

“While research shows that customization in the beauty sector is desired by all generations, women in their thirties have different shopping habits than Millennials,”​ explains Langas. “With the addition of HairRx Advanced Hair Care, we are now offering customized hair care solutions for all ages and needs.”

Made to order

To get customized HairRx products, consumers first complete an online questionnaire about the benefits, fragrance, and lather level they would like. Those then determine which of the brand’s 165 formulas is a custom fit for that shopper.

“Women in their thirties, forties and beyond seek customized beauty solutions," ​believes Segel. “They have different hair care challenges and goals than their Millennial counterparts. HairRx provides the ultimate customization experience that instantly matches each hair profile to the ideal shampoo and conditioner formulas, including scent and lather preferences,” ​he explains in a media release about the new brand.

Made for millennials

The company’s Cloud 10 brand is apparently marketed more towards younger shoppers. As Langas described at the time of that brand’s launch​, “Cloud 10 Hair Care is the ideal union of beauty, technology, and community, and it was designed with the discerning Millennial customer in mind.”

“We've created a streamlined online shopping destination that helps her cut through the clutter and discover her ideal shampoo and conditioner formulas. At the same time, we're creating a fun, connected social community to share hair care tips, style ideas and inspiration,” ​she says.

Related topics: Brand Innovation, Hair Care

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