NEW YORK — QVC’s beauty business has reached another milestone — the shopping network has recruited famed celebrity hairstylist Garren to its bursting stable of high-profile beauty innovators.
Garren, who has more than 1,000 magazine covers to his credit, introduced his signature styling aid Garren New York Designing Spray Tonic to QVC shoppers during an eight-minute appearance on the network Aug. 20.
During the segment, which was part of the program “Your Beauty Secret,” QVC sold through all 3,000 units priced at $26 each, which translates to $78,000, and is now taking wait-list orders for an additional 1,000 units. Neither QVC nor Garren would comment on sales.
Designing Spray Tonic, which is designed to give hair light hold, shine and volume, is part of the 11-item Garren New York collection, which the hairstylist introduced in 2000. Prior to its national debut on QVC, the line was available in limited distribution and through The Garren New York Salon, formerly located in Henri Bendel.
While QVC and Garren had been in contact for some time, Garren said he had recently begun to take note of the success other beauty companies were having on the shopping network.
“Where else can you get 80 million viewers?” he asked. “QVC is the best in the business.”
Garren acknowledged he was nervous just before the cameras rolled, but once on air he quickly got to work on styling three models’ hair and remembered to utter the product’s catchphrases, such as “good for all hair types” and “alcohol-free.” He frequently uses Designing Spray Tonic for photo shoots and runway looks, and even spritzed it on the manes of models Kate Moss, Giselle Bündchen and Daria Werbowy to create their larger-than-life hairstyles for the Gloria Vanderbilt jeans ads.
“Garren’s such an authority,” declared Allen Burke, QVC’s director of beauty merchandising. “And QVC likes to have the best authorities in the business.” Burke added that while the shopping network is experiencing growth in each of its beauty categories, hair care is a standout opportunity. “At QVC we are all about the product. And there have been some really exciting developments in hair care,” said Burke.
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The pair are mulling over ideas for future Garren appearances, which could ultimately include more products from his collection. For the time being, Garren said he will proceed slowly and will likely try for another eight- to 10-minute segment. “This way I can educate the viewers and let them know what my line is all about,” noted Garren. As for more products in the pipeline, Garren commented, “I want America to get to know my current line first.”
Garren, who this summer vacated his salon space in Henri Bendel after 11 years, is reportedly in negotiations for a new salon location on Madison Avenue. The details have yet to be finalized. The Garren New York Salon is currently operating in temporary quarters at The Linda Tam Salon located at 680 Fifth Avenue.