Frédéric Fekkai
Change is in the hair.
Provence born, Paris trained, NYC made, Frédéric Fekkai has been a pioneer in all facets of the beauty industry from his first entry into the hairstyling world. Fekkai transformed how hair was styled. Giving women a sexy, tousled, laissez faire, laissez care, no-fuss style that could easily be created at home sans effort. He revolutionized the experience with his spa-like salon at Bergdorf Goodman. He created the concept of “skinification of hair” and transformed an everyday routine into an amazing ritual of self-care
To this day, he is one of the most widely copied hair stylists of all time. Not just a hair stylist but branding maestro and one of – if not the singular – greatest disruptor and one of the most transformative forces of beauty. If you’ve ever clipped a celebrity cut and said “I want that”, that look was likely inspired by Frédéric Fekkai.
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After celebrity hairstylist Frédéric Fekkai sold his namesake label in 2008, the brand lost a bit of its spark. And began to sputter. In 2018, Fekkai bought the brand back—and fans couldn't be more thrilled. With a new product line out and more on the way, he was ready to take the world of hair to new heights. But his brand was in need of a refresh.
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Today haircare is positioned by formula, ingredients, technology, hair type, damage and inclusivity. It is serious and earnest. Not very exciting or inspiring.
BUT our relationship with our hair transcends features and benefits. It’s a source of emotion, identification, transformation, power, expression, individuality and movement. Hair the first thing someone notices about you. The way our hair looks and feels changes how we feel about ourselves and maneuver through our day. It about Transformation.
We leaned into this unique brand point of view to reintroduce Frédéric Fekkai to a new generation of women. We leveraged Fekkai’s past an modernized it in order to reestablish Fekkai’s creditability, expertise, and create legacy.
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Brand Story & Messaging
Brand Strategy
Brand Visual Identity
Brand Logo
Brand Voice
Web Design
We defined the Fekkai brand as Haircare with French Flair to express the resulting “je ne sais quoi,” and simple, nonchalance and relaxed attitude of the products and experience.
Change is in the hair - our playful teaser speaks to the transformative power of a great cut followed by great hair care. It’s about freedom, fashion and fun.
“Let’s turn heads” speaks to the transformation of hair from Drab to Fab. From Frizzy to Free. From Hellish to Healthy. From Weak to Wow.
But the phrase has a double meaning. It also means to be so strikingly that people cannot help looking at you.
