By James Wells
SYDNEY: Bush Australia will launch a range of hair care and personal grooming products which will be endorsed by high profile Australian hairdresser – Joh Bailey.
Bush Australia, a fully owned subsidiary of UK-based Alba, will launch the brand at Father’s Day with a range of personal grooming products including clippers and trimmers.
The second stage of the launch, which includes hair dryers, hair straighteners and hair curlers will occur in time for Christmas.
According to Bush Australia managing director, Daniel Todd, the appointment of Bailey to endorse the range was an obvious choice.
“Joh Bailey is a very high profile hairdresser who is regularly on television. He has just completed rolling out 22 salons within Myer stores and is also working on a range of hair care products including shampoos and conditioners,” Todd told current.com.au.
“With this range, we are able to offer Joh a range of products that he has been looking to endorse for a long time. This is the most exciting thing to happen to the small appliance market this year.”
The deal, which has been developed over the last 12 months, will provide retailers with a two-tiered product program.
In each range of products, a mid-priced standard range is complemented by a hero product known as the Signature model.
For Father’s Day, two male hair grooming kits will be launched at $39.95 and $49.95. The Signature grooming kit, which packaged a metal storage case, features hair clippers and a personal groomer.
For Christmas, Bush Australia will launch four hair dryers, four ceramic hair straighteners, three ceramic curling tongs, a flexible hair styling and heated rollers. The Signature 2200 watt ionic hair dryer will feature the innovative ‘Touch To Go’ technology which turns the unit off when it is laid down and switches back on when it is picked up.