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Hair treatment brand HairSil rebrands and relaunches as a direct-to-consumer business

By Deanna Utroske contact

- Last updated on GMT

image courtesy of the brand
image courtesy of the brand

Related tags: Value added

The mass-market product line is now available through the company’s own ecommerce sites; and HairSil has opened new offices to support the venture. This relaunch is just another example of how beauty brands are experimenting and reinventing to find their best fit in the omnichannel retail world.

The Southlake, Texas – based hair treatment brand initially launched in 2011. And the HairSil products are all formulated with an extract of the common green pea. According to the brand’s site, “in an anti-hair loss study, phototrichograms confirmed the efficacy of the pea sprout extract to significantly increase the ratio of anagen to telogen hair and thus to improve hair growth.”

The HairSil product portfolio is very economical: there is a shampoo and two different hair treatment serums—that’s it.  All the same, brand founder Jose Reyes, believes that “HairSil has done an outstanding job in helping transform damaged hair to an optimal state of health,” ​and he adds, “We are proud that we are able to offer our customers affordable value-added products that work.”

Prior to this month’s relaunch, HairSil was sold at Walmart, Walgreens, and Meijer stores in select regions. Now, the brand has no physical retail presence.

New plan

To support the brand’s online only strategy, HairSil has opened new company offices in Texas. The intent seems to be to streamline the business and perhaps reassess where it fits in the market place.

“Consumers can now order directly via www.hairsilhaircareproducts.com or www.hairsil-accelerator.com. This new strategy creates a direct-to-consumer system which removes extra costs and creates added value for the HairSil customer,” ​as a media release about the relaunch explains.

New packaging

Packaging has always been a big deal in beauty. In the omnichannel world it matters all the more.

The new HairSil packaging is simple yet distinctive and the text on the labels is in two languages, which suggests that HairSil is hoping to reach Latino and Hispanic consumers. The brand’s media release describes the new packaging this way: “The product is now attractively re-packaged in English and Spanish, and marketed directly to men, women, and teens experiencing alopecia and other hair growth issues.”

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DeannaUtroskeEditor

Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

Related topics: Market Trends, Packaging, Hair Care

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