Emi Jay has established its dominance within the hair equipment class over its final 16 years in enterprise due to its trend-forward types — together with its in style claw clip — and now, founder Julianne Goldmark is leveraging her experience within the class to additional increase into magnificence.
On Tuesday, Emi Jay is launching its second hair care product, referred to as Dream Crème, which is a hydrating hair masks. The launch is a part of Goldmark’s technique of taking the identical community-led strategy she makes use of for the model’s hair equipment, and now making use of it to the sweetness class.
Emi Jay made its first foray into hair care in October, launching its first styling product referred to as Angel Stick. Based on Goldmark, the product noticed a 337 p.c gross sales enhance within the first half of this yr and has been restocked 4 instances.
“Any class change is clearly an enormous danger, not solely from a enterprise standpoint, but in addition from the patron standpoint,” Goldmark mentioned. “We wish to have the ability to make a dependable product that our prospects belief — the identical means that they belief our equipment and brushes. So, I really feel like we segued properly into the hair care component with Angel Stick. We launched all of our styling brushes first after which by the point Angel Stick got here — it’s such a pure product to launch with initially as a result of women are already utilizing the clips to maintain their hair up and the scrunchies and equipment. In fact they need one thing to do a glossy bun or tame their fly-aways.”
Goldmark defined that getting into hair care was a pure subsequent step for the model and a extremely requested one. The founder defined that a number of years in the past, Emi Jay hosted a Q&A with prospects asking what merchandise they wished to see from the model. Goldmark acknowledged she was anticipating prospects to call different hair equipment, nonetheless she acquired many responses asking for hair care merchandise.
The founder stayed mum on what hair care merchandise are in Emi Jay’s pipeline, however acknowledged the model is “actually tapping into social listening and what our prospects need.” She named merchandise reminiscent of oils and sprays as examples of future launches. Goldmark acknowledged the model plans to launch its hair care merchandise “a number of instances a yr.”
Emi Jay’s Dream Crème hair masks
Courtesy of Emi Jay
“There’s such a pleasant crossover between hair equipment and hair care and it doesn’t simply should be one or the opposite,” Goldmark mentioned. “I really feel like Rhode is an efficient instance. They’ve completed such an excellent job and Summer season Fridays of getting skincare and sweetness, but in addition having merchandise that form of carry you into their model world whether or not it’s a beauty pouch or cellphone case. I really feel like that’s one thing that we’ve been doing fairly strongly and I’m excited for folks to have the ability to proceed to intermingle there and add merchandise.”
Whereas Emi Jay has been in enterprise for 16 years, the model skilled a surge of recognition in the previous couple of years due to its bestselling claw clip equipment, that are provided in myriad colours and patterns and have been leveraged for collaborations with the likes of Juicy Couture, Djerf Avenue, Frankies Bikinis and others.
The claw clip’s resurgence was triggered partly by Y2K-inspired developments making a comeback a number of years in the past, nonetheless, Goldmark believes the accent has stood the take a look at of time due to its simplicity.
“Individuals realized simplicity is vital,” she mentioned. “You possibly can put your hair up in an excellent messy updo, you’ll be able to put it in an excellent glossy updo and elevate the look somewhat bit. Proper now, all of us are in search of simply easy, environment friendly, fast routine add-ons and Emi Jay claw clips match so completely into that realm.”
She additionally believes the neighborhood the model has constructed amongst prospects has helped Emi Jay maintain its stronghold on the hair equipment class, and can translate over to magnificence.
“I really feel fairly strongly that the shoppers really feel related to 1 one other and likewise to our Emi Jay model world,” Goldmark mentioned. “We all the time say that we’re not promoting a product. We’re providing a sense and a way of belonging. A lot of our prospects have turn into pals from actually simply seeing each other carrying an Emi Jay [accessory] on the road or strolling to work or no matter it’s. I really feel like creating that sense of belonging and sense of neighborhood is one thing that’s so very important to the model’s success.”