The haicare brand under Zotos Professional, All About Curls has announced its foray into Target's distribution network in stores and online. This retail collaboration introduces four top-selling SKUs innovatively formulated professional at-home hair color range exclusively designed for the unique needs of curly to coily hair types (3a to 4c), ensuring hydration, definition, and vibrant color for a new dawn in inclusive beauty care.
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Adding an extra layer of excitement to this introduction, celebrity hairstylist and textured hair expert Sophie Rose Gutterman is taking the forefront to address any inquiries about the new hair color range and to discuss her pivotal role in the collaboration between All About Curls and Target.
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Having shaped the brand's digital campaign alongside Target, Gutterman's contribution, complemented by captivating imagery from curly hair influencer Kailani Raye, promises to resonate with curly-haired individuals seeking representation and inspiration.
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"Each curl is unique, and ALL ABOUT CURLS® has embraced this diversity by developing products tailored to style and care for all curly hair types. As a textured hair specialist, I've had the opportunity to experiment with this formula on curl patterns from 4c coils to 2a waves, and I am impressed with the results it delivers across all curl types. It not only respects the unique characteristics of each texture but enhances them!" said, Sophie Gutterman, Curly Hair Expert
Stay tuned for our exclusive interview with Rachel Caruso, Multicultural Marketing Strategist at Zotos Professional/All About Curls, as we delve deeper into the vision behind this groundbreaking initiative and what it means for the future of hair care.
1. Congratulations on All About Curls' entry into Target stores! Can you tell us about the journey of creating a hair color line specifically for curly-coily hair and why this launch is so significant to you?
1: Thank you! The journey of creating a hair color line specifically for curly-coily hair has been incredibly rewarding for the team who identified a significant gap in the market for hair color that caters to the needs of curly and coily hair textures.
The hair color crème is formulated with an oil in-water emulsification system along with stoichiometric hair color oxidative dyes that provide the right level of lift when mixed with the creamy developer.
The blended formulation provides the user a quick-to-mix professional drip-free application at home. We are proud to say that the end result of the color is vibrant with shine and the benefit is that it actually preserves natural curl patterns 2a wavy to 4c coily!
This launch is significant to us because we prioritized product testing with both hairstylists and consumers on curl types 3a-4c and received amazing results that are featured in our campaign.
2. Entering the mass market with Target is a big step, how do you feel this move will impact the curly hair community?
All About Curls is a Henkel-acquired brand, under the Zotos Professional umbrella. Entering the mass market with Target is a game-changer for All About Curls and for the curly-coily hair community. This move allows us to reach a broader audience and accelerates professional hair color accessibility to the mass market! Pro color for curly hair, now at Target definitely has a positive impact on the curly hair community in several ways:
- Curly and Coily consumers can be confident using a permanent hair color that actually preserves (not damages) their curl pattern!
- Users save time and money, no appointment needed for professional results.
- Consumers have access to online education usage videos that help to successfully apply pro color at home, as well as a customer service team of stylists to help through the process.
3. Can you discuss the importance of having a hair color line that not only colors but also cares for specifically curls? Why is representation in Target’s hair care (color) aisle important?
Having a hair color line that also cares for the integrity of curls is essential, especially with the growing demographic of US-based consumers having textured hair! Our formula is designed to nourish and hydrate curly hair while providing vibrant color even on dark bases.
Every hair color box includes a Prep + Protect Serum, infused with Vitamin B6 and Collagen, to equalize porous spots ensuring even color results while acting as a shield to help protect hair from damage. Representation in Target's hair color aisle is exciting!
Target has established itself as a destination for textured hair products, and we are proud to be the professional option in the hair color category.
4. What does the partnership with celebrity hairstylist Sophie Rose Gutterman bring to the All About Curls brand and Target launch?
The partnership with celebrity hairstylist Sophie Rose Gutterman brings a wealth of expertise and credibility to the All About Curls brand. Sophie's role in the digital campaign with Target was to showcase the versatility of our hair color line and demonstrate how it can be used to create beautiful, vibrant looks for curly hair.
Sophie colored not only her own hair, but the hair “real- people” with a range of curl types featured in the digital campaign for Target. Sophie’s expertise and influence in the beauty industry helped us reach a wider audience for our “Real People- Real Results” campaign.
Sophie even recruited her friend Kailani, a curly hair influencer, to participate as a hair color model in the campaign, and generate excitement around the launch.
5. The launch includes four top-selling SKUs. Can you tell us a bit more about these products and what makes them stand out?
The launch includes four top-selling shades, along with a developer and applicator bottle. The collection includes a vibrant red shade (5R RED-Y TO ROLL,) a rich brown shade (5N CARAMEL CURLS,) an auburn brown (6WB CINNAMON ROLL,) and a deep black (1N CURLS NIGHT OUT,) which provide a variety of vibrant color options even on the darkest starting bases.
Our “Real People- Real Results” campaign showcases the unique attributes of this product on everyday people. For example, based on our at home usage tests of 50 panelists, 96 % of users agree hair looks and feels less damaged after use. 94% agree hair is strong and healthy looking.
These are just two examples of how our professional quality color stands out versus traditional retail brands on the market!
6. With the increasing demand for specialized hair care products, what are some future plans for All About Curls? Can we expect more product launches or retail expansions?
Great question! We are fortunate to have a strong corporate in-house R&D team committed to innovating with best in class professional formulations across all hair categories.
We are continuing to explore next steps for the brand from an innovation and distribution perspective so that we can meet the growing demand for textured hair products.
