January 15, 2021

Roots in Professional Hair Care Pay Off for L’Anza

Healing Style Dry Shampoo

David Berglass grew up in the hair-care business. His grandfather owned the companies that produced Aqua Net and Faberge. His father acquired Dep, a pioneer in styling gels. Berglass directed his focus to the $65 billion professional sector of the market. He purchased a brand called L’Anza Healing Haircare in 2003 at an important juncture in hair care.
Retail products had made inroads into the professional landscape with more sophisticated formulas that siphoned consumers from salons. Berglass aimed to change that.
“I sprinted toward the professional business because I was intrigued with the relationships of distributors and stylists and wanted to rebuild that personal touch in professional,” recalled Berglass. “In 2003, we started on a journey to reposition the [L’Anza] brand. Everyone had treatment so we decided to reformulate to be a healing brand versus a treatment brand.” At that time L’Anza had achieved some success, but had plateaued in sales.
The healing positioning resonated with salon owners who were tired of hearing too much of the same pitch from the major professional players. It struck a chord with stylists looking for ways to build transactions, too. Within 10 years, L’Anza’s sales grew 400 percent. L’Anza is now sold in more

Follow WWD on Twitter or become a fan on Facebook.

Read More…