updated - August 18, 2019 Sunday EDT
The Kardashian sisters, Kim, Khloé and Kourtney can be considered professionals when it comes down to business. Their E! reality show, "Dash" boutiques, shoe / jewelry / perfume lines, book deals, and most recent mobile video games are proofs that these girls are not only gorgeous but really quite business-savvy. Their latest project is a partnership with Farouk Systems to launch hair tools and styling products in salon and mass distribution.
According to Women's Wear Daily or WWD executive chairman and founder Farouk Shami, is extremely enthusiastic about his deal with the Kardashian Beauties. This is the first time his Houston-based company has been affiliated with celebrities.
"I like big vision. I am going for a billion," said Shami on the set of a photo shoot at Milk Studios for Kardashian Beauty ads breaking in February-March magazines. "There's no doubt in my mind it will be there in about five years, definitely. We know what we are doing. This is going to be an empire of beauty for Farouk Systems and the Kardashians. It is not going to come overnight. We are looking for long-term business."
Despite the excitement, Shami also confessed he had worries about the Kardashian star fading with time. "I see their popularity going up and up and up and up," said Shami. "Their name is at the top, not just in the U.S., but worldwide. I see more growth with the Kardashian name still. Even if it matures in the U.S., it hasn't matured in the rest of the world."
The three sisters, Kim, Khloé and Kourtney admitted that they might not be in front of the cameras forever. "We are very aware that all things come to an end, and we are OK with that," said Khloé. "We are so grateful and blessed, but we are all OK when that day does come. We have loved the ride. It is not going to come anytime soon, but we are not going to freak out and spiral when it does happen. I think that's what people's perception is."
Shami expects the Kardashian Beauty hair product line to generate more than $200 million in retail sales in its first year on the market. The line will consist of three hair tools- a flatiron, a blow-dryer and a three-in-one tool, all priced at $89.99. It will also include seven styling products- blow-dry cream, volume mousse, dry shampoo, dry conditioner, firm hair spray, curl cream and Black Seed Dry Oil. While prices for the styling products will range from $14 to $17. Kardashian Beauty is set to launch in spring 2015.
Even though, famous sisters have sold Kardashian Beauty makeup in partnership with Boldface Group Inc. since 2012, the products with Farouk Systems mark the debut of Kim, Khloé and Kourtney in the hair section.
Kardashian Beauty will include the professional salon and mass retail channels, and have a large international presence. Having a deal with LG, could spread Kardashian Beauty to Macau, Vietnam, South Korea, Taiwan, China, Japan and more. "There, you could talk about $500 million easily. They have their own stores. We are working on the marketing and sales there already," he said.
Kim, Khloé and Kourtney stressed that their goal is to cater to the hair-care needs of their huge fan base. "The main feedback that we hear is that everybody wants luxury products at an affordable price," said Kim. "We've worked really hard to accomplish that. We take all of the tricks of the trade that we've learned from all of our glam teams over the years, take the best products and make them affordable." Pointing the items of Farouk, Kourtney said, "They really are salon-quality products at an affordable price."
Shami pointed out that the power of the Kardashian name is just essential to make an impression in the market. He believes that the Black Seed Dry Oil will really do flatter the customers. "It is so absorbent. Really, you want volume, you want healthy hair, you want shiny hair, it is so important to have that oil because the oil keeps moisture in," he guaranteed.
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