KERATIN COMPLEX: New Salon, New Space, New Look on Shelf

By Anne Moratto | 06/19/2014 10:18:00 AM

 

click image to zoom“This exciting move will allow Keratin Complex to continue transforming the professional hair care industry with innovative treatments and products,” President of Keratin Complex Mario Argenti says.

Keratin Complex needed to accommodate their growth and future expansion plans with new corporate offices. Their newly-completed 18,000-square-foot space includes the Keratin Complex Academy and room for all crucial operations—including distribution, product development, sales, marketing, education, creative, logistics, regulatory, and customer service—along with room for future expansion.

“The commitment that Keratin Complex has toward salons and the professional beauty industry is further demonstrated by the investments made in these new facilities,” says President Mario Argenti. “This exciting move will allow Keratin Complex to continue transforming the professional hair care industry with innovative treatments and products.”

The new and improved space accommodates 65 employees, including 18 new hires and is housed on two floors. The upper level has 40 executive offices, two conference rooms, a Research and Development room and a break room occupying 12,000 square feet. The ground level includes 4,000 square feet allotted for the Creative Department and future growth, plus the 2,000-square-foot Keratin Complex Academy.

click image to zoom Industry Hairworx offers Keratin Complex’s entire portfolio including their award winning Smoothing Treatments, Color Therapy, Deep Conditioning Treatments and Masks and styling utilizing Keratin Complex Style Therapy collection and all Keratin Complex tools.

The flagship Keratin Complex Academy can accommodate up to 60 attendees. It consists of three rooms, including a working salon with sinks and stylist stations. Upstairs, the Research & Development room provides a salon-like space where Keratin Complex’s licensed cosmetologists can work in-house on product advancement and new initiatives. In addition, this area serves as a cross-functional space for teams to interact and bring projects to fruition.

The first Keratin Complex Signature Salon has been designated, with Michael Powell’s Industry Hairworx in Greensboro, North Carolina featuring the entire Keratin Complex portfolio exclusively.

 “With the launch of Color Therapy, Keratin Complex now has everything (and more) needed to operate a single-brand salon. I dove in head first and created the first Keratin Complex Signature Salon, Industry Hairworx, because I truly believe in the brand and have so many talented stylists that want to be a part of the Keratin Complex culture and movement,” says Powell.

There are Keratin Complex’s custom mirrors at each station and photo’s from Keratin Complex’s seasonal photo-shoots. Industry Hairworx also offers Keratin Complex products and tools for client’s at-home hair needs and upkeep.

 

 

click image to zoomKeratin Complex is giving their brand a modern image, while keeping the award-winning formulations intact.

And on the shelves of Hairworx, another “new” from Keratin Complex makes an appearance—updated, revamped packaging.

“The company’s decision to rebrand the entire product lineup demonstrates not only our continued innovation but also our dedication to staying on the forefront of the beauty industry as the leaders of the smoothing category,” Lindsay Solomon, vice president of marketing and PR for Keratin Complex says.

First to be rebranded were the shampoos and conditioners, which are now rolling out in custom-created bottles. Also important was creating a branding transition from old to new.

“We pulled accent colors from the old packaging and re-imagined them as the focus and primary color palette. The new bottles are now branded in collections in terms of their color; for example, Blondeshell is purple,” Creative Director Kirstin Gundersen said.

Next to roll out will be the revamped Style Therapy collection, which will be packaged in sleek, matte-black cylinder bottles with matching actuators and cap followed by the

Infusion Therapy collection, which is still in the conceptual stage and will roll out in the fourth quarter.

http://www.keratincomplex.com/


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ABOUT THE AUTHOR: Anne Moratto

Anne Moratto’s well-rounded beauty career includes years in beauty public relations, beauty marketing, beauty manufacturing, and now, with MODERN SALON, in beauty publishing. The through-line has been an intense interest in all things beauty and a sincere appreciation for the skilled artists and entrepreneurs who make the industry so vital, compelling and creative. Anne, a native of Wisconsin, lives with her family in Los Angeles, CA, and is MODERN SALON’s West Coast Beauty and Special Markets Editor. She can be reached at amoratto@vancepublishing.com

 


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