The Hair Lab seeks to bring the curated approach to personalized hair care of its prestige parent brand, Strands Hair Care, to the mass market.
To further cater to each consumer’s specific hair needs, those who embark on the brand’s Strands Test are also matched with three targeted “doses,” which are 0.2 oz. each and can be added to one’s shampoo and conditioner bases.Among the 10 doses consumers can be paired with are shine-boosting, moisture-boosting, rebuilding and antifrizz doses, which can be purchased for $2.94 for a set of two of the same kind, while the brand’s conditioner and shampoo bottles cost $8.94 each.
The Hair Lab’s hair analysis process is an accelerated version of that of its parent company, Strands. What is a seven- to 10-day process with Strands involving physical test shipments to consumers’ homes has now been amended to a roughly two-minute procedure that consumers can undergo in-store using a handheld Strands Smart Scanner, or via a quiz on the Walmart website.
“We’re able to analyze certain factors, like your cuticle condition, and say, ‘OK, your cuticle is highly damaged,’ and so you’re going to need a coating agent to prevent water from getting in, which then has an antifrizz effect, versus if you have a humid environment, which is then a very different thing affecting your hair,” said Delapenha.
Delapenha did not comment on sales, but industry sources estimate The Hair Lab by Strands could do upward of $15 million in its first year on the market.
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