Salon professional giant Farouk Systems Inc., producer of Biosilk, CHI and Kardashian Beauty, has partnered with consumer publishing giant Hearst's Esquire magazine to introduce Esquire Grooming, a salon-profession men's line of products and tools. The line is available October 2016.
Farouk and Hearst introduced the line at a launch party on Sept. 18, 2016, at The Market & Tap Room in Austin, Texas. More than 400 invited guests and media previewed the line, ad campaign and lookbook. Media were able to sit down with Dr. Farouk Shami, founder and chairman of Farouk Systems Inc., and Glen Ellen Brown, vice president of Hearst brand development, to learn more about the collection of products and tools and how the partnership came about.
"The concept behind the collection is to satisfy the desire for a specific and unique series of grooming products that are stylistically and technologically advanced, all with impressive affordability," Brown said. "Farouk has had tremendous success on that front, and this partnership has enabled us to create the ultimate Esquire-approved line of hair care solutions."
Farouk Systems, Inc. and Esquire collaborated on the collection; Brown said all the editors and staffers at Esquire played a part in testing products, from packaging to scent and performance. Farouk brought expertise from the salon professional world in terms of creating a product that would encourage a healthy scalp and healthy hair, and Esquire focused on its "Man at His Best" mantra to guide brand development.
"Our CHI and Biosilk brands are award-winning products that dominate the women's professional hair care category," Shami said. "Our partnership with Esquire will now allow us to provide men with the same excellence."
The packaging is not too far from a navy blue, matte in texture and features a woodgrain-like finish on lids. Products names, descriptions and instructions are kept short and to-the-point; no out-of-the-box names for anything. Shampoo is simply called shampoo, and so on.
The Shampoo: Hair looks and feels fuller while preserving a healthy scalp. Formula gently cleanses hair and scalp to eliminate buildup. Strengthens hair density.
The Conditioner: Moisturizes hair and scalp without compromising hair density. Vitamins B and E protect against dryness and irritation.
The 3-in-1 Shampoo, Conditioner & Body Wash: Multitasker cleanses, conditions and eliminates buildup. Pro-vitamin B5 moisturizes and improves elasticity.
The Thickening Cream: Develops strand-by-strand volume to create the appearance of thicker, fuller hair.
The Grooming Spray: Controls flyaways, adds shine and increases manageability with light hold.
The Forming Cream: Pliable, medium-hold styling cream. Provides body, fullness and shine to all hair types.
The Shaper: Low-shine finish with strong hold. Adds texture and works well for messy, undone styles.
The Clay: Matte finish with strong hold creates defined looks.
The Defining Paste: Medium hold and low shine define styles and adds fullness and texture.
The Wax: Light hold and low shine creates effortless looks that can be reshaped. Polishes and controls frizz and flyaways.
The Pomade: Light hold and medium shine for sleek, smooth finish.
The Medium Texture Gel: Workable, medium hold and high shine for everyday styles. Non-flaking gel is enriched with vitamins D and E to strengthen follicles for thicker appearance.
The Firm Gel: Strong hold, high-shine gel creates polish and long-lasting styles.
The Hand Brush Hair Dryer: All-in-one brush and dryer fits in the hand to add volume and create style definition.
The Classic Professional Clipper: Rotary motor glides through wet or dry hair for control and precision cutting. Stainless-steel blades cut in both directions for less irritation. Kit contains clipper, four guard sizes, blade oil, cleaning brush, comb and scissors.
The Five-Piece Trimmer Set: Provides power, precision, control and versatility. Interchange blades for grooming around tight curves and tricky terrain.
The Men's Grooming Brush: Classic design with nylon bristles detangles and provides a scalp massage.
The Men's Classic Straight Comb: Durable with a classic tortoise finish. Smoothes and creates preferred daily style.
The Men's Classic Dual Comb: All-purpose comb styles and detangles. Ideal for all hair types and lengths.
The Men's Classic Dual Comb (Travel Size): Compact, durable, lightweight comb with tortoise finish.
For more information, visit esquiremensgrooming.com.
For reprint and licensing requests for this article, Click here.