Boots UK and Ojon and Bumble and bumble, Estee Lauder Companies leading Haircare brands, are proud to announce the launch of a new product category, “Premium Haircare,” within Boots, the UK’s leading pharmacy-led health and beauty retailer. Boots UK has a long history in making the best of beauty innovation accessible on the high street. The new category will enable customers to shop for Premium Haircare alongside Premium Skincare, Premium Colour Cosmetics and Fine Fragrance.
At the forefront of the Premium Haircare category are two exciting industry leaders chosen for their hair expertise, innovation and quality. New York-based fashion brand Bumble and bumble and Ojon, a leading authority in treatment-based haircare.
Bumble and bumble and Ojon willserve as the anchor brands for Boots UK new Premium Haircare Retail Area, with fully branded merchandising and customized fixtures.
A qualified Bumble and bumble hairstylist will be on hand to give hair care and styling advice in store. Each unit will have a styling chair for the consultant to provide live styling at the Bb Bar and allow customers to try before they buy. Innovative touch-screens will provide inspirational product and styling information as well as a salon locator to drive customers to Bb salons in their area.
With its strong fashion positioning and leadership in salon-focused prestige haircare, Bumble and bumble will bring unrivalled fashion-forward and styling know how to a wider Boots UK audience.
Ojon, a leader in hair treatment and repair, will launch six hair care rituals at Boots: damage reverse, dry recovery, volume advance, colour sustain, full detox and super sleek. Defined by hair concern, each ritual features the brand’s signature Ojon Oil which is clinically proven to restore the look and feel of virgin hair. Virgin hair has not been exposed to chemical processing, prolonged sunlight, or thermal and mechanical treatments.
Each Boots location will have dedicated Ojon hair advisors. Eager to give the UK customer the ultimate high touch experience, Ojon will come to life in-store through education and highly effective, treatment-based products.
Ken Murphy, Chief Operating Officer, Boots UK says,
“Boots customers want to look and feel their best and want us to offer them the latest inspirational products and services. They’re taking more interest and care in their hair than ever before and we know they’re inspired by a variety of trend setters and celebrities. All this contributes to making haircare a particularly exciting growth area, so we are thrilled to be partnering with Estee Lauder Companies to create a completely new Premium Haircare category. Our exclusive collaboration brings together innovative brands Ojon and Bumble and bumble. We believe the combination of their leading edge products and the great customer care that Boots is famous for will create a unique experience that women will love.”
Quote from Peter Lichtenthal, President, Bumble and bumble
“Bumble and bumble occupies a unique place in the market, with its strong fashion positioning and leadership in salon-focused prestige hair care and we are delighted to bring this to the Boots UK customer.”
Quote from Jane Lauder, Global President and General Manager, Ojon
“Ojon has made significant strides with research and development over the last two years. Our solidified positioning as a high performance, treatment and repair-based haircare brand is well suited for the Boots UK customer.”
The Premium Haircare sector will initially launch into 29 Boots stores between August and October 2012 and on Boots.com from 13th August.