Everyone has had a bad hair day. But few have used it to guide their choice in career. “Personal hair trauma inspired me to enter the hair care industry,” said Ellin LaVar, senior vice president of product development for LaVar Cosmetics. “When I was young, I received a bad perm. All of my hair fell out, so my mother made me wear a wig. That experience made me figure out how to grow my hair back.”
Throughout her career, LaVar has realized that her hair trauma from childhood was not unique. Nationwide research confirms that there is a consumer base with a high level of interest in products formulated for women with textured, difficult to manage hair at mass market price points. “Ellin LaVar Textures is designed specifically for the needs of anyone with challenged or textured hair—curly, course, frizzy or hard-to-manage hair,” said LaVar.
LaVar recently signed an agreement with CVS/pharmacy, making the chain the exclusive distributor of Ellin LaVar Textures. Distribution will include all 6,200 doors, with additional availability through www.CVS.com. “I love the personal working relationship they have with their proprietary brands. They create great-looking displays and advertise in a way that sets them apart from all other retailers. (CVS’) trained beauty advisors will help to educate both consumers and other store personnel as to the benefits of my line,” said LaVar. “The deal enables me to enhance the growth of the collection and make the entire line available to many more consumers nationwide.”
Currently, the line includes 12 SKUs, with prices ranging from $7.99 to $9.99. “This is a prestige line of hair care products,” said LaVar. “Only through the collaborative effort of CVS can we make them available at such affordable prices.”
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