For Immediate Release
February 25, 2014
BeautyCouncil's Position Regarding The Establishment of Loxa Beauty
BSG Cosmoprof has announced the creation of a new direct to the consumer website, LoxaBeauty.com, offering professional products for sale to the public. The brands listed on the Loxa Beauty website include AG, American Crew, Framesi, indie, Joico, Minardi, Nioxin, Paul Mitchell, Rusk, Schwarzkoff, Scruples, Sebastien, Simply smooth, TIGI, Wella, Woody’s, Chi, Conair, ghd, china glaze, Morgan Taylor, Pevonia, OPI, and Venique. They are attempting to sign up both consumers and stylists and estheticians.
We suggest our members take a wait-and-see attitude before registering with Loxa. This is a brand new venture and it is far too soon to really know what this is going to be in the bigger context of business.
Currently Loxa has only released an initial announcement with no follow up information. Their website has yet to issue functional codes for use. We counsel our members to wait before signing up and determine where and what Loxa really will be. For a salon or spa owner to sign up now commits you to changing your sales and marketing model based on the very limited information provided in the last 24 hours.
The industry trend is clearly not about building up the distributor ranks and a commitment to professional (salon only) brands. The mass distribution channels (food, drug and big box stores) control 92% of the haircare market and this appears to be the market many (most) manufacturers are targeting.
But none of this will happen overnight. So, we counsel our members to wait and watch. Take the time to see how this develops and then decide how this may impact your business. You have nothing to lose by waiting.