Home' INSTYLE Magazine : INSTYLE JANFEB 2015 Contents makes much more sense to have a signature scent," said Dan Langer.
"At the end of the day our products are the highest performance
products that exist but fragrance is one of the components that
importantly, shoudl not conflict with other products when layered
across the line," he said.
Rather than add different fragrances and fruity ingredients like
many product companies -- the idea behind Oribe is one style and
one hero scent -- just like any fashion statement, the resonance of
the brand had to be clear and without distortion.
So it makes sense that for the sophistication of great haircare
there is also a fine fragrance story -- Cote D'Azur lingers enough
throughout the day to keep you wanting more.
According to Dan Langer in make up there are clear benchmarks
in the consumers eyes of what true luxury is -- from YSL skincare
to La Mer or La Prairie -- commonly in haircare there has been less
of a distinction between what really is a premium brand and they
don't necessarily look premium alongside luxury skincare.
"Consumers that buy these brands want aesthetically elevated
items that look great in their bathroom -- products in beautiful
glass or stylish packaging - and then she would open her shower
and there would be a bunch of neon green and pink. She would go
to the salon in Jimmy Choo's and her BMW and there was one part
of her wardrobe that wasn't fitting with her lifestyle," he said.
e first experience of the day for many starts in the shower and
there's a sensorial element that Oribe has endeavored to create
through every step of the in-salon and take-home journey.
"We conceived Oribe to be the highest performing haircare
products that existed in the world," said Dan Kaner.
"I have memories from when we started this brand and we were
talking to chemists about why the products were so amazing and
his response to us was 'I've designed this shampoo as if money was
no object so we have used the finest ingredients in the world in all
of our products'," he said.
"Just like a chef could use a $100 olive oil versus a $5 olive oil.
ey're both olive oils but the $100 olive oil has lightness, flavor
and a profile that gets elevated in a dish," he said.
e other thing they did was go around the world to find the best
people in their respective categories, from the best skincare labs in
Europe to the people who are known as the 'inventors' of hairspray
that helped Oribe to create their version of. Technology was also
a big part of the process, and as always, there were plenty of new
'tech' kids on the block but Oribe saw this as the same technology
as 20 years prior. "I liken it to a Volkswagon Beetle -- sure the 70s
model was quaint and fun but in 2015 the new model drives faster,
presents less problems and is generally a better car. Anyone can
make a hairspray but it's really about the nuance of that hairspray
that makes it something amazing," Dan Langer said.
No doubt in the beginning to achieve such great things with
quality and technology there must have been some challenges and
set backs, so forcing the Dan's to back track a bit they admitted
just like any business, problems with suppliers and formulations
or even packaging were all part of the process to get the brand
aesthetic 'just right.'
"Usually as an entrepreneur you have an idea but you're not an
expert on the formulation side or don't know about manufacturing
or packaging -- even if you're lucky enough to have something
custom made you still have to find a production manufacturer that
will do a small quantity, or the labs willing to try things out," Dan
Sourcing the best is not the simplest choice and it doesn't just
come down to price -- for Oribe it was all about hand--picking the
best elements from potion to packaging. Just like many things, you
don't always get it right the first time. Dan Kaner admits they had
packaging in the beginning that was ineffective -- 'you just couldn't
get all of the product out of the bottle.'
"I think the fact that Ted and I (Ted is one of the original financial
backers of Oribe) had come from another highly successful brand
previously we were fortunate enough to trade on a career that
helped sell the idea of Oribe. I mean you don't knock on the door
of a top fragrance company and say we want to create a perfume in
the perfume division," he said.
Fast forward eight years and you've got a brand that is
essentially the same as it was when it started, obviously with more
products but the non negotiables of market leading performance,
packaging, fragrance and formulation as the key fundamentals
"Oribe is concentrated so it is going to cause the hair to have a
different texture so it's the education of hairdressers we need to
ensure as number one, not consumers," Dan Langer said. For them
its all about teaching hairdressers to understand that the best
results will not always be purely cosmetic like many other brands
on the market.
Despite the industry's multitude of brands, the appeal of Oribe
is a universal one -- it's for the salon and the sector of the market
that really believes in luxury and when it comes to that, the world
is actually quite small.
As true artist himself Oribe has illustarted to the world
what he can do as a hairdresser, he has nurtured the art of
beautiful hairstyling and the younger generation of hairdressers
in particular can learn a lot from him in regards to the art of
"When you look at a lot of Oribe's work we believe that healthy
hair is glamorous and so that's where we start with our core
principles -- it's a brand that takes care of the health of the hair,
because if the hair is healthy and shiny it makes the job of the
hairdresser much easier," Dan Langer said.
Editorial stylists from all walks of life have fallen in love with
Oribe and added it as part of their session styling kits, coupled with
a really close relationship with their clients and a leading crop of
educators, and its no wonder the Oribe DNA has just as much of a
family feel as it does enigmatically exclusive.
Miami is now home to Oribe's main educational hub. Warm
weather, sunshine and an amazing restaurant scene continue to
make it an appealing destination for hairdressers from all over
the world to master both business and technical education in a
"We really believe in embracing the industry -- there are a
lot of amazing brands out there and people call us luxury but
there is something really accessible about it. We want to bring
some unique people in Australia into the fold and integrate that
community with our global community.
From 49 designers for fashion week in 2014 to some new salon
business in Australia in 2015, not only will Oribe create your
salon's own luxury journey it will give you the opportunity to
be backstage and become part of one of the world's best editorial
stylist programs. Your own masterpiece, your own career, your
own little bit of luxury.
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