URBAN ALCHEMY, The Latest Innovation from New Flag, Launches Its Hair Care Line Exclusively at Sally Beauty, Cosmo Prof and JCPenney Salon

2022-04-21 07:37:36 By : Ms. Grace Zheng

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A Line of Customizable Professional Hair Care Breaks Into US Market with Salon & Consumer Focused Strategy 

NEW YORK , April 4, 2022 /PRNewswire/ -- New Flag, the innovative beauty company that launched invisibobble, is thrilled to introduce a new personalized hair care line suited for professionals and consumers' individual needs - Urban Alchemy! The new line boasts salon quality hair care, superior ingredients, and endless possibilities. The brand just launched its hero collection, Prescription Care, a 100% customizable hair care line consisting of three bases, seven different alchemies, and an expanded lineup of products including Prescription Blonde Toning Drops, Salt Scrub Cleansing Shampoo and Conditioner, and Signature Cleanse Detox Products.

"New Flag is proud to pioneer a line of highly innovative and customizable products that will disrupt the hair care industry," said Anthony Melzi , CEO, North America . "We know that everyone has different hair needs and we have worked hard to create a product that can provide a customizable approach for all.  We're thrilled to launch our hero collection, and are continuing to grow our offerings with new innovations coming soon."

Designed to disrupt the hair care industry and give professionals and at-home alchemists the tools to create freely, each alchemy is specifically formulated to address the individual needs of all hair types and can be added to any of the three bases to create a custom formula. Whether consumers are looking for added shine, hair growth, repair, volume, moisture, scalp care or color lock, Urban Alchemy allows hair care enthusiasts to create an individual, 100% personalized product catered to their unique hair needs and desired results.

"Consumers are craving personalization, especially when it comes to hair care. With the full line of Urban Alchemy available exclusively at Sally Beauty, we're further expanding our breadth of professional quality products so consumers can craft a solution tailored to their specific needs and achieve their hair goals, no matter the hair type," said Maryann Herskowitz , Group Vice President of Merchandising, Sally Beauty.

Stylists choose from the three Urban Alchemy bases: shampoo, conditioner, or mask, and then mix with their choice of two to three alchemies. Understanding that every person's hair has unique needs, Urban Alchemy's customization enables alchemists to create their client's personal formula in the salon that best suits each client's needs. From there, clients can purchase their customized hair care mixture to achieve salon-tailored hair care at home.

Matt McAdam , Group Vice President of Merchandising, Beauty Systems Group welcomes the new offering, which will be exclusively distributed to professionals through Cosmo Prof. "Our goal is to be an ally to stylists by providing them with innovative products that meet the unique needs of their diverse customer base. By offering Urban Alchemy at Cosmo Prof, we can provide a customizable solution that starts with stylists behind the chair and continues with customer use at home," says McAdam.

"JCPenney Salon and The Salon by InStyle inside JCPenney stylists know that every client has a perfect color, cut or style that's personalized for them. But they also know hair care and maintenance should be just right, too," said Rachel Jud , vice president of Salon, JCPenney. "Urban Alchemy products give our stylists the freedom to create treatments specifically for each client as they achieve the perfect look. We're excited to introduce Urban Alchemy in our JCPenney Salons as well as The Salon by InStyle inside JCPenney and show the benefits of personalized hair care in the salon or at home."

The full Urban Alchemy collection is exclusively available to consumers at Sally Beauty and is distributed to professionals exclusively through Cosmo Prof. Select Prescription Care products are available at JCPenney Salons as well as The Salon by InStyle inside JCPenney.

Additional Urban Alchemy Hair Care Solutions:

Urban Alchemy is disrupting the professional hair care industry. A new type of 100% customizable hair care suited for your individual needs, Urban Alchemy brings salon quality hair care and superior ingredients that provide endless possibilities. The brand will launch with its' hero collection, Prescription Care, an 100% customizable hair care line consisting of 3 bases and 7 different alchemies, and other products including Prescription Blonde Toning Drops, Salt Scrub Cleansing Shampoo & Conditioner. Urban Alchemy strives to have products for every hair type that provides a customizable approach for all.

About Sally Beauty Holdings, Inc.

Sally Beauty Holdings, Inc. (NYSE: SBH), as the leader in professional hair color, sells and distributes professional beauty supplies globally through its Sally Beauty Supply and Beauty Systems Group businesses. Sally Beauty Supply stores offer up to 7,000 products for hair color, hair care, nails, and skin care through proprietary brands such as Ion®, Generic Value Products®, Beyond the Zone® and Silk Elements® as well as professional lines such as Wella®, Clairol®, OPI®, Conair® and L'Oreal®. Beauty Systems Group stores, branded as CosmoProf® or Armstrong McCall® stores, along with its outside sales consultants, sell up to 10,000 professionally branded products including Paul Mitchell ®, Wella®, Matrix®, Schwarzkopf®, Kenra®, Goldwell®, Joico® and Olaplex®, intended for use in salons and for resale by salons to retail consumers. For more information about Sally Beauty Holdings, Inc., please visit https://www.sallybeautyholdings.com/.

JCPenney proudly serves customers at more than 650 stores across the United States and Puerto Rico and at the Company's flagship store, jcp.com. JCPenney is one of the nation's largest retailers of apparel, home, jewelry, and beauty merchandise with a growing portfolio of private and national brands. Guided by the Golden Rule, JCPenney employs more than 50,000 associates worldwide and has served customers for over 119 years, playing a vital role in the communities it serves. For additional information, please visit jcp.com and follow JCPenney on Facebook, Instagram, and Twitter.

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