Appliances Are Next Hot Beauty Category for Apparel Retailers

Apparel retailers have hit a sweet spot with consumers by offering more beauty products, especially skin care and makeup. Now they are testing the water with hair-care tools. Last month Anthropologie launched appliances from NuMe to its Beauty and Wellness online offer. This month sister brand Urban Outfitter also added three NuMe appliances.For NuMe, exposure at both retailers puts the brand in front of a larger audience. “Our primary focus has always been to provide professional grade tools that are accessible to everyone — from the expert, who appreciates the high-end quality of our tools, to the first-time user, who can get instant results effortlessly,” said Sabrina Maren, founder and chief executive officer for NuMe.Anthropologie selected the Signature Hair Dryer ($120), the Classic Wand ($79), the Fashionista Straightener ($99), Blowout Boutique Set ($139) and the Power Couple Gift Set ($159). Urban’s offer includes the Dry+Straighten and Curl Travel Set ($159), the Love Wins Flat Iron ($159) and the Love Wins Curling Iron ($99).In addition to the new distribution, NuMe’s lineup is sold on its own web site along with retail partners Macy’s, Ulta Beauty, Bed Bath and Beyond, Target and Kohl’s. NuMe appliances are stocked in physical doors at Ulta Beauty.The brand just launched an enhanced version of Megastar straightener, The Megastar X in rose gold. Additionally, the company expanded its product line with Mane Attraction, which are hair extensions made from 100 percent human remy hair, featuring the miracle wire design which doesn’t require any clips or tracks and therefore doesn’t result in hair breakage.According to research from Kline, after years of stagnant growth, professional hair tool sales are on the rise, propelled by more intricate hair looks made popular on social media and new product innovation. Maren concurred that current styles drive more consumer use. “The most popular trends right now are the tousled beachy waves and bridal updos. We offer a wide range of styling tools and hair-care products that can help women from all walks of life have the ability to achieve their dream hair styles.”    

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