Frederic Fekkai Says: Right Now, You Should "Keep it Simple"
Plus, how he keeps morale high at his iconic brand
Fashion week in NYC just ended and it's clear that even the Bryant Park tents aren't immune to a slow economy. Now more than ever women want a chic look that won't drain time or money. So how can you do that? Frederic Fekkai shares secrets here.
In this economy, I like to keep things simple yet sophisticated -- I think that’s what people want. The trends we're seeing on the red carpet this year are a direct reflection of what’s happening around us.
Consumers want to feel glamorous, but not overdone. The runways are keeping hair simple with lots of easy tousled tresses and simple, chic ponytails. I believe that people still want to play and experiment with their hair, but now more than ever customers want to appear as if they achieved that look with easy steps.
To me beauty is about that sense of effortless style -- simple, natural, fitting your lifestyle. I like to call it casual chic. So as a brand we're focused on that right now, along with a strong desire to stay positive and keep everyone else around us moving forward.
I believe the beauty industry plays a great role in this because it helps people feel good about themselves. That is key right now -- to feel good about life and the products you purchase.
I've actually just gone to retail stores and spoken about moving through this time and keeping great energy around us. I wanted customers to feel good about purchasing my product, and wanted to boost morale around the country with my team.
Plus it helps that we're going in to talk about some exciting products launching this year, with my Au Naturelline. Recently we launched AuNaturel Powder Clean Shampoo, the first Fekkai product that combines natural formulations in a dry shampoo product. It's free of sulfates, parabens, dyes and synthetic fragrances.
With this product and many others, I try to create simple things that work effectively. Each product is designed with specific needs in mind, as well as with the most innovative and luxurious ingredients. All products are carefully developed and tested by the team and by me, as we look for new ideas women can feel good about -- things that help them be who they really want to be.
- Frederic Fekkai
