California-based Formawell Beauty is bringing the star power of mega supermodel Kendall Jenner to travel retail with the launch of a line of professional grade haircare tools created in collaboration with the renowned beauty.
The brand is launching globally in Cannes and IBBI is the official partner for the Americas Travel Retail channel.
The company is developing travel retail exclusive packaging and promotions that it will showcase in Cannes, which will be on display at its booth #32 E Yellow Village and also onboard a yacht.
Formawell, a division of the JH Group, was founded by beauty industry expert Dr. Emil Hakim, who has 25 years’ experience working with top professional beauty brands.
With Kendall fronting the X Kendall Jenner brand, Formawell says that it is bringing Fashion to Beauty and offering it at affordable and accessible pricing.
This revolutionary line features Salon-proved technology developed by hairdressers for consumers to use at home.
All of the products in the X Kendall Jenner line are infused with Ionic Gold Fusion mineral technology. This proprietary technology promotes two key benefits: ultra-shiny conditioned hair due to high levels of negative ions and infrared energy from 24K gold minerals and effortless easy long-lasting styles.
The products in the line include: Formawell Beauty Dryer, Formawell Beauty Curling Iron, Formawell Beauty Straightener, and Formawell Beauty Pro Hairbrushes – including rounds and paddles – all infused with Ionic Gold Fusion mineral technology.
“Formawell Beauty was inspired and created by the elegance, beauty and presence of super model Kendall Jenner on the runway,” says Dr Emil Hakim, Owner and Founder of JH Group.
“Travelers are an important target audience for us since Kendall Jenner is a global celebrity and the Kardashians have been the most exciting news and brought many successful products to the marketplace,” explains Ron Razeggi, COO at Formawell Beauty. “One example is Kylie Jenner and her lip gloss, which became the most successful product and made her the youngest billionaire in the world. Travelers will pay attention to the name and ultimately [want] to own a piece of a celebrity. This is a plus for DF retailers to bring excitement and a new category to enhance their shopper’s experience.”
“I work all over the world at fashion shoots and on runway shows, so I need to know that my hair looks its best and stays in great condition,” said Kendall Jenner in a statement. “I trust the Formawell Beauty tools because they give me confidence every time I step out on to the runway or when I am having a night out with friends.”
“In my 25 years of being in the professional hair care industry and making tools for many hair care companies in the professional hair care market, I have never seen the level of quality and presentation in any tool line at such affordable prices,” states COO Razeggi.
Retailing in the U.S. at suggested prices ranging from $14.99 to $59.99, the line offers great value, says IBBI founder Katherine Sleipnes. The line launched with big stores and department stores in the U.S. such as Ulta, Macy’s and others in April of 2019 and just rolled out to other doors such as Kohl’s, JC Penny and perfumery and beauty supply chain stores and shops all over the U.S. The company has also signed with a very large distributor in the UK which will be handling most of the EU, individual distributors in Ireland, Scandinavian Countries, Holland, Russia, Middle East and Asia.
JH Group has ambitious goals for the upcoming Cannes show. “We look forward to showcasing our unique products at our booth, and also on our yacht for private meetings and a cocktail party for VIP guests. Our goal is to find retail partners globally in travel retail to expand our brand in the global market. Please contact our exclusive partners to set up an appointment to see our products in Cannes,” adds Razeggi.
In addition to IBBI in TR Americas, Formawell has appointed High Street TV Group Ltd. to represent the brand in the UK, European Airports, Asia. Contact Neil Thompson at Neil@infinityandco.com. For the Middle East, including India, Singapore and Amsterdam airport, the representative is Merlin Digital, Siraj Hanifa at sirajhanifa@merlin-me.com.
For more information in the Americas, contact Katherine Sleipnes at katherine@internationalbrandbuilders.com.
