Sunday, March 30, 2008

Trading Secrets: The "Re"-Birth of PureBeauty

Who or what is getting a face lift?

Better yet, how about an all-encompassing overhaul - well, it's Trade Secret.

After disappointing sales last year, Trade Secret owner, Regis Salons, decided it was time to pretty up the scene a bit. Their concept? Well, not something all together new, although talk is it's certainly expected to get its share of traffic and sales. In a highly competitive market led by the likes of Sephora, Ulta and Bath & Body Works, Regis Salons is introducing PureBeauty, which will market not only the haircare and nail products Trade Secret offered but also a plethora of cosmetic, skincare and bath & body products to boot.

Brands you may expect to see: Dermalogica, Murad, Fusion Beauty, Tweezerman, Freeze 24/7, Jane Iredale, H20+, GoSmile, Frederic Fekkai, YSL Beauty, Graham Webb, PureOlogy, Rene' Furterer, OPI, Zeno and more.

In addition to the already present stylist stations (legitimizing their selling of professional haircare products), you'll be able to find a treatment room for skin and assorted spa services. They've also added an online site, which you may peruse here. The site offers specials, news about future grand openings, and more information on brands and products.

Competition for Sephora? Not likely; not unless they plan to add additional cosmetics and skincare brands to their lineup. It does, however, promise to be something to look out for.

source/photos: wwd

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