Madison Reed is dialing up its marketing efforts.
The at-home hair-color company has brought on board Heidi Dorosin as chief marketing officer to raise awareness of its products across digital platforms and at retail. She makes the transition into the beauty industry after 20 years at The Clorox Co., where she most recently served as general manager and vice president of marketing for the laundry business unit. She is the first person to occupy the position of cmo at Madison Reed.
“Heidi is a well-rounded senior executive who knows how to drive revenue and innately understands CPG and omnichannel marketing,” said Amy Errett, chief executive officer and cofounder of Madison Reed, adding, “When we spoke for the first time, it was clear Heidi had a synergistic understanding of why Madison Reed exists, the essence of our brand, and what we’re trying to do.”
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“The philosophy behind Madison Reed spoke to me on a deeply personal level. I believe that all women should demand gorgeous hair and an experience that respects their time, wallet and health,” said Dorosin, continuing, “I feel privileged to work at a company devoted to empowering women and giving them what they deserve.”
Errett is confident initiatives led by Dorosin will bring Madison Reed’s message to many more women and boost sales this year. Select products from the brand are available at Sephora and QVC, while the full assortment is sold on Madison Reed’s web site and app. The brand has spread to the salon segment by opening Madison Reed Color Bar, an affordable walk-in hair-color services destination in New York’s Flatiron District that is likely to be replicated in other locations.
The company’s more than 40 shades of permanent colors are $24.95 each for one-time purchases, and it also sells Color Reviving Gloss for $29.95, Root Touch Up for $29.95, a Nourishing Color Enhancing Shampoo and Conditioner Set for $36.95, and various hair-color accessories from $7.95 to $19.95.
Madison Reed, which is named for Errett’s daughter, has accumulated roughly $40 million in venture capital funding. In a Forbes article, the brand’s revenues were estimated at $16 million in 2016, up from $1 million two years before. Madison Reed has amassed around 2 million hair-color profiles from a digital hair-color quiz that informs the product options it suggests to customers. The brand provides those options via subscription to foster repeat business.