ESTETICA attended last night the launch of The Esquire Ultimate Grooming Collection in Austin, TX along with hairstylists and barbers from around the country. The Esquire Grooming products will be available nationwide in October 2016 through an exclusive partnership with Beauty Systems Group (BSG).
The announcement was made last night by Dr. Farouk Shami, founder and chairman of Farouk Systems Inc., and Glen Ellen Brown, vice president of Hearst Brand Development.
Together, both Farouk Systems, Inc. and Esquire collaborated in the development of The Esquire Ultimate Grooming Collection. The main focus was on product performance and unique styling solutions most commonly needed by not only the at-home male groomer but also barbers and salon stylists. This joint effort has led to the formulation of a range of products ideal for barber shops and salons eager to showcase the rising trends in men’s grooming, which include the prestige scent of Oud and other key ingredients selected to increase hair density, strength, moisture, and shine as well as promote a healthy scalp and healthy hair growth for men.
The Esquire Ultimate Grooming Collection is also an extension of the magazine’s philosophy of “Man at His Best,” a lifestyle focused on luxury, sophistication and style. Esquire has built an 83-year legacy as the essential modern guide for living well, attracting the early adopters and high-end consumers who appreciate the art of taking their wardrobe—and now grooming—to the next level. This unique collection of hair styling and grooming products – including shampoos, conditioners, pomades, gels, waxes, and styling tools that are essential to men’s grooming today – is a tacit endorsement of expertly formulated products that men can rely on.
Shami noted, “Our CHI and BioSilk brands are award-winning products that dominate the women’s professional hair-care category. Our partnership with Esquire will now allow us to provide men with the same excellence. Farouk Systems, Inc. is also proud to launch this line through our distribution partners BSG, after which the line will then expand to fine Barber Shops and Salons that cater to the male client. The ample shelf space will allow our fellow hairdressers to enter into a unique barber shop experience combined with inspirational imagery, barbering pamphlets and a collection of products that are sulfate-free, paraben-free, and gluten-free.”
“The concept behind the collection is to satisfy the desire for a specific and unique series of grooming products that are stylistically and technologically advanced, all with impressive affordability,” said Brown. “Farouk has had tremendous success on that front, and this partnership has enabled us to create the ultimate Esquire-approved line of hair-care solutions.”
While specific pricing is yet to be determined, the full list of products in the collection include:
The Shampoo: A unique blend of ingredients that allows hair to look and feel fuller while preserving a healthy scalp. The distinctive formula gently cleanses the hair and scalp to eliminate build-up and impurities while strengthening and increasing hair density.
SRP: 3oz – $6 / 14oz $14 / 25oz $26
The Conditioner: Replenishes moisture back into the hair and scalp without compromising hair density. Vitamins B and E soothe to protect against dryness and irritation, leaving hair manageable and ready for styling.
SRP: 3oz – $8 / 14oz $16 / 25oz $28
The 3-in-1 Shampoo, Conditioner & Body Wash: A body wash, shampoo, and conditioner all in one that thoroughly cleanses, conditions and eliminates buildup. ProVitaminB5 provides moisture and improves elasticity.
SRP: 3oz – $8 / 14oz – $16
The Thickening Cream: Helps develop volume strand by strand to instantly create the appearance of thicker, fuller hair. Additional styling agents leave hair feeling full with a touchable hold that lasts all day.
SRP: 8oz- $14
The Grooming Spray: Controls flyaways, adds shine, and increases hair manageability with a buildable hold perfect for finishing and locking in styles.
SRP: 14oz – $20
The Forming Cream: An extremely pliable medium-hold styling cream that can easily be worked through the hair to create an array of styling options. Thickening agents provide body, fullness, and shine to any hair type. SRP: 3oz – $18
The Shaper: Adds texture and increases the appearance of thicker and fuller hair with a strong hold. This low-shine finish is perfect for creating undone, messy styles that last all day.
SRP: 3oz – $18
The Clay: Creates defined looks with a matte finish and strong hold.
SRP: 3oz – $18
The Defining Paste: Adds fullness and texture to the hair while helping define styles with a medium hold and low shine.
SRP: 8oz – $18
The Wax: Polish and control frizz and flyaways with a light hold and low shine. Perfect for creating effortless looks with the ability to reshape styles.
SRP: 3oz – $18
The Pomade: Define hair with a light hold while adding medium shine for a sleek and smooth finish.
SRP: 3oz – $18
The Medium Texture Gel: Get a workable, medium hold and high shine for your everyday styles. This non-flaking gel is enriched with vitamins D and E to help strengthen the hair follicles for a fuller, thicker, healthier appearance.
SRP: 8oz – $14
The Firm Gel: A long-lasting, strong hold for a high definition style that adds high shine for a polished finish. SRP: 8oz – $14 / 25oz – $28
The Hand Brush Hair Dryer: A dryer and brush all in one that fits in your hand to add volume and create style definition.
The Classic Professional Clipper: A rotary motor glides through wet or dry hair easily allowing for better control and precision cutting. The stainless steel blades cut in both directions for better control and less irritation. The kit contains: clipper, 4 guard sizes, blade oil, cleaning brush, comb and scissors.
The Five-Piece Trimmer Set: A five-piece trimmer set that provides power, precision, control and versatility. Instantly interchange any of the five grooming blades for a well-groomed look around the tightest curves and toughest crevices.
The Men’s Grooming Brush: A classic design with nylon bristles to detangle and easily slide through hair providing a scalp massage from start to end.
The Men’s Classic Straight Comb: Durable with a classic tortoise finish. It aids in smoothing and creating that preferred daily grooming style.
The Men’s Classic Dual Comb: Professionally designed, the Classic Dual Comb is an all-purpose comb for styling and detangling. It is durable with a tortoise finish and is ideal for all hair types and lengths.
The Men’s Classic Dual Comb (Travel Size): The Classic Dual Comb travel size is a compact, durable and lightweight comb with a tortoise finish, making it a perfect travel item for all styling purposes.
The Esquire Ultimate Grooming Collection joins a robust and growing list of Esquire-branded product lines including a shirt and tie collection at Men’s Wearhouse, a men’s jewelry line at Macy’s, the Manhattan barrel-finished cocktail in partnership with Jefferson’s Bourbon, the ESQ watch line by Movado, and more.
“We are incredibly excited to be working with a brand as iconic and established as Esquire. We feel the brand’s philosophy and our own commitment to excellence have merged to create the ultimate men’s collection,” stated Shami.