Omnichannel may be a buzzword in the beauty retail industry right now, but professional hair care brand Tigi, which was acquired by Unilever in 2009, seeks to emphasize its salon roots.
Founded by stylist Anthony Mascolo, Tigi launched its eponymous product in 1982. His Bedhead sub-brand debuted in 1996. But with these lines being sold through salons, stylists, and consumer channels like Amazon and Ulta, Tigi felt it needed to slowly roll out a second, professional third brand. I was. Called Copyright, the line focuses on customizable hair treatments, color and styling products and is sold exclusively in a salon environment.
“Tigi has always been thought of as a professional brand, but due to the market diversion and challenge of seeing our products outside the salon, we have had to go back to the hairdresser base. I had to.” Elisa Fischer, General Manager of Tigi.
Fisher said that since Tigi Copyright’s launch, the brand has strategically had to keep the line in the hands of stylists and out of the same consumer retail channel as Bedhead. For example, Tigi Copyright is sold through the stores of Beauty Brands, a retailer based in City, Kansas, Missouri, but is not sold online to ensure that the products are not resold through distributors or stylists. In fact, Tigi’s copyright is nowhere to be found in e-commerce. Today, Tigi Copyright is sold in his 8,639 salons, representing 60% of his total professional sales volume for Tigi.
“Retail is the most profitable part for salons, but stylists are the most profitable because they compete not only with general e-commerce, but also with the fact that many of the brands they sell are available everywhere. It’s also difficult,” Fisher said. “Places like Amazon have a big promotional business and it can affect their business. Most stylists don’t care where it’s sold. It’s about the price of the product.”
Hair salons were a $46 billion business in 2018, with product sales accounting for 9.5% of their revenue, according to market research group Ibis World. According to Kline & Company, Tigi had about a 3% share of his 2018 U.S. salon hair care market, with sales of about $100 million. Achieved low single-digit growth throughout 2018.
The fact that products are such an influential part of sales makes this channel bottleneck an issue many hair brands must consider. Devacurl (sold by Sephora), Virtue Labs (sold on Amazon through Luxury Beauty, Sephora, Nordstrom, Bluemercury), and Moroccanoil (sold by Sephora and Amazon). All of the aforementioned brands have gone the extra mile to satisfy their salon and stylist partners, and Moroccan Oil opened an academy in New York City this month. Contains business classes on how to cell.
While expanding distribution remains on the back of their minds, Fischer is now focused on increasing awareness of the Tigi Copyright brand among its customers. His January campaign, “You Can Always Start Over,” features celebrity hairstylist and his new brand ambassador, Andrew Fitzsimons, to encourage consumers to ask their stylists for products. It is intended to inspire action.
“Andrew has been trained at Tigi, has connections with celebrities, influencers and consumers, and is getting people talking,” Fisher said, adding that the company is spending a third of its marketing budget on It explained that it spent to support the campaign through digital paid social advertising. Partnerships with other stylists such as Wes Palmer, Richy Kandasamy and Jen Planck.
“Our biggest opportunity is to keep the copyrights to professionals only. We lost salons and Bedhead declined because there was nothing specifically for stylists. No,” Fisher says.