Frédéric Fekkai Expands Its Brand, But At What Expense?


Luxury hair care line Frédéric Fekkai is typically found in the beauty section of luxury stores such as Sephora and Nordstrom, but that is about to change as the brand has decided to go mass market.

Frédéric Fekkai parent corporation P&G announced that the brand’s classic products named Fekkai Classic — which includes the Glossing, Full Volume, and Technician Color lines — will arrive in stores such as Target and Walgreens beginning next year. Customers who desire more high-end products can find the “upgraded” Fekkai Advanced line at departments stores like Saks Fifth Avenue and Neiman Marcus.[more]

The company hopes that this decision will generate more sales. The announcement, however, prompted Sephora — a store that has carried Frédéric Fekkai products since it began — to immediately issue a statement that it plans to drop the Frédéric Fekkai brand from its stores, but will carry it for a short time as a courtesy to customers. Shoppers will have the opportunity to purchase Frédéric Fekkai products in Sephora stores until March and online through September 2010 — after which the brand will be phased out completely.

Although this expansion will grant consumers easier access to Frédéric Fekkai products, will the move strengthen the brand, or ultimately spread it too thin?