Coty Professional Beauty is bringing the customization craze to salons.
The professional arm of Coty Inc. in April will introduce System Professional, its most ambitious launch since Wella Professionals was divested from Procter & Gamble last year — a personalized in-salon treatment menu, supported by a 68-item prestige hair-care and styling range that is to be sold exclusively by salons offering the treatment services.
Rooted in a proprietary technology, called EnergyCode Science, each treatment and product contains a formula, including ingredients typically found in skin care, designed to restore hair to its optimal state of health. Salon clients who book an “EnergyCode mapping” service are guided by a stylist through a questionnaire about their hair and scalp health, then given a diagnosis that includes their very own EnergyCode — one of 174 million possible combinations of the 68 System Professional products, to use at home.
It is a move by Coty to lead the charge on re-energizing — literally — the salon treatment business in the age of quick-service models like Drybar that focus on in-and-out blowouts and don’t focus on hair health.
“There’s a movement in salon today for services, but it’s very focused on color and finishing,” said Becky Godlove, director of prestige hair brands at Coty
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