Frederick Fekkai is introducing a revamped product line for his top-three sellers, Brilliant Glossing, Salon Technician Color Care, and Full Blown Volume. All three will now be sold as Fekkai Advanced, with new packaging and formulas.
Fekkai's line is one of my switch-off lines when I'm not using the marvelous Philip B products. I particularly like the Apple Cider Clarifying Shampoo and Technician Color Care Shampoo and Conditioner.
According to WWD's article on the relaunch, the Glossing products use a new micro-encapsulation shine-release technology that coats hair more evenly. The Salon Technician products use a new, silicone polymer to coat the hair to preserve color, along with galanga root to provide protection from ultraviolet rays. Full Blown Volume received the biggest upgrade; it's products now use baobab leaf extract, which amplifies the hair strands, and "weightless" polymers to coat hair strands and deliver volume. In short, Fekkai has added new natural ingredients and technology to their already popular products to improve them.
All items will be priced between $20 and $23 and will be available at Saks, Nordstrom, Bloomingdale's, Lord & Taylor, Sephora, and Neiman Marcus. At Saks nationwide on September 17, Fekkai will be hosting a "shampoo swap," a cool event to which customers can bring in any full-sized shampoo they use to get one free full-sized Fekkai Advanced Shampoo of their choice. Wow! The Fekkai Web site also received an upgrade, and you can get a preview of these products there.