FHI Heat recently hosted a special event in Cleveland, Ohio, to debut its new line of premium appliances that includes high-end shears, a visionary new marketing and advertising campaign and a dynamic education program. The company also announced a new national distribution partnership with SalonCentric.
“It’s an exciting time for FHI Heat,” says David Kim, chairman, founder and CEO. “We’re ready to make some big noise after a quiet spell. FHI Heat has new distribution, a new line of tools, a new ad campaign and a new education platform—all focused on the heroes of our industry, the professional stylists. Wherever stylists reveal their creativity—whether it’s in the salon or behind the scenes of a fashion or entertainment event—FHI Heat will be empowering them to do their best work with premium blow dryers, flatirons, curling irons and other styling tools, and soon, shears.”
|(From left) Bryan Batstone, executive vice president/general manager; Joseph Kim, executive vice president, chief marketing officer; David Kim, chairman, founder, CEO; David Genes, vice president of sales.|
|(From the left) Raquel Rodriguez, Christina Cheng, Kim Jaber, Alisha Kurtz, Juanita George, Shirley Jung|
At the event, FHI Heat introduced its new KORE line, which is part of its EPS (Elite Professional Series) of styling irons and dryers. The line is divided into three categories: appliances, shears and education. KORE flatirons and spring curling irons in multiple sizes will debut at America’s Beauty Show in Chicago. The KORE blow dryer, Marcel curling irons and a full line of high-end Japanese-steel shears and FHI Heat’s new education program will launch at Premiere Orlando in June.
| KORE Group Shot|
“We are entering the shear market in a very strategic way,” says Bryan Batstone, executive vice president and general manager. “Stylists are often confused by the diverse choices and styles of shears. With our new KORE shears, it is our policy to make sure that every stylist understands the benefits and uses of each style and size.”
FHI Heat is also launching a new ad campaign called Tools for the Seriously Sensational. The ads portray the company's 'Visonmakers' like Global Creative Director Phillip Wilson, renowned session stylist Neeko, Rihanna’s image maker Ursula Stephen and Keratin Straightening Queen Liz Devin—as superheroes—literally, with each one showcasing a stylist as the hero of the scene, and an FHI Heat tool as their weapon of choice.
| VisionMaker Phillip Wilson||VisionMaker Ursula Stephen, Rihanna's Stylist|
“Starting this spring, you’ll see images from our campaign in all facets of FHI Heat branding, including print ads, trade booth, marketing and sales collateral, educational materials, website, and social media," says Joseph Kim, executive vice president, chief marketing officer. "It will be a fully integrated effort that reaches every stylist touch point. But our goal was not just to create an aspirational campaign profiling a few great stylists. This campaign is about providing inspiration to all stylists."
In addition, FHI Heat’s new trade show booth will debut this weekend at America’s Beauty Show in Chicago.
Besides new products and a new ad campaign, FHI Heat is announcing its partnership with RUSH London, an award-winning team from the United Kingdom. They will provide classroom education and appear with FHI Heat at trade shows and distributor shows.
For more information on FHI Heat and their initiatives, visit fhiheat.com.