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5/2/2014 2:41:16 PM
Introducing HAIRUWEAR PROFESSIONAL
Human Hair Clip-in Extensions.
PROFESSIONAL.
ACCESSIBLE.
REAL.
We believe that the extension of a person’s beauty
should be an extension of themselves. It should be
real. It should last. It should fit them perfectly - both
aesthetically and emotionally. And it should come
from you.
www.huwpro.com
877.447.2525
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4/29/2014 10:18:15 AM
L
L.
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4/29/2014 10:18:24 AM
GOING PRO
New technology in a game-changing product expands stylists’ horizons.
Each 3-inch-wide HUW Pro clip-in has
three side-by-side clips to prevent sagging.
Proprietary Fineline technology results in an
interface that’s virtually undetectable.
BEFORE
High-quality Remy
hair HUW Pro clip-ins
can be styled like
clients’ own hair.
Multiple extensions
can be used to
create length or
volume, or single
clip-ins can fill in
thin spots or create
special effects.
FROM LEFT: HUW Pro clip-ins come
packaged individually with view
windows; colors were carefully chosen
and blended to match natural shades.
E
arlier this year, extension
manufacturer HairUWear Inc.
announced the creation of HairUWear
Professional, a new division that would
be home to a new HUW Pro brand as well
as the well-known Great Lengths line.
In some ways, it was a change
in name only. Great Lengths USA
has been firmly established as a
professional-only hair extension
brand for 15 years, a reputation the
company has been firmly committed
to preserving through the type and
quality of products it offers. “We
have a fundamental commitment to
C2201_R47566_as0614-AIcon-Intro_1.BK.indd 36
empowering professional stylists to
do their best work,” says company
president Michael Napolitano. “We
partner with trained professionals to
offer products they’d be proud to offer
their clients.”
The first branded product from the
newly christened division is the new
HUW Pro Clip-In Extension, out last
month. Brett Butcher, national program
director for Great Lengths USA, says
the product perfectly reflects the
company’s mission. “Great Lengths
has been our driving force, being as
it’s strictly designed for and sold only
to professionals,” he explains, referring
to the high-quality, Remy hair strandby-strand extensions and proprietary
attachment methods the company has
pioneered. But he says the recognition
has long existed among the product
development team that there was a
gap in the market: a clip-in extension
designed for professional use only.
“We have the privilege of working
with the best of the best stylists in the
world,” says Butcher. “The inspiration
came from them. There’s not one
aspect of this product that wasn’t
directed by a hairdresser.”
5/2/2014 4:18:04 PM
s
gging.
ts in an
e.
The result of two years of research
salon, HUW Pro is offering a starter
and development was a 3-inch-wide
Toolkit, which includes a total of 27
clip-in extension with three side-by3-inch Fineline extensions in nine
side clips. The clips are pressed—
colors, in minimalistic packaging
not stitched—into the hair using a
with color-exposing windows. The
proprietary method the
extensions and a swatch
company refers to as
book are contained within
Fineline technology,
a portable carrying case.
which uses a very thin,
Replenishments can
flexible and virtually
be reordered in single
invisible interface. The
packets of one 3-inch
extensions come in 12wide Fineline extension
inch and 18-inch lengths,
as needed.
and three color families— —Brett Butcher, national
This minimalist
program director, Great
blonde, brunette and
approach sidesteps
Lengths USA
red—with three shades
inventory issues
per family.
normally associated
Butcher says that, in addition
with nonpermanent extensions. “We
to the unique design, what makes
wanted to take it off the shelf and put
these clip-ins different is the quality
it at the stylist’s chair,” says Butcher.
of the hair. The company has already
In addition to using them for expected
built an infrastructure that yields
applications, such as special-occasion
the highest-quality hair, ethically
hair, Butcher says the new clipsourced, and he explains they saw no
ins are ideal for solving problems
reason to compromise those values
not traditionally addressed by hair
in manufacturing the new product.
extensions: adding a single piece at
“HairUWear Pro clip-ins are higheach temple for clients with thinning
quality Remy hair procured from
hair, adding a temporary pop of color,
the same sources as our strand-bychanging the shape of a cut, or adding
strand,” he says.
dimension to color. “Sometimes a client
The 3-inch width was chosen for
just wants a novelty, something a little
its versatility. Putting three clips on the
different. With HairUWear Pro clip-ins,
weft eliminates sagging, something
that’s common with other clip-ins that
have attachments only at the ends.
The colors were meticulously
chosen and expertly blended to mimic
natural variations in tone. “Because the
clip-ins blend so well with the client’s
natural hair, exact color matches are
irrelevant,” says Butcher, explaining
The HUW Pro Clip-In
why the selection is limited to just nine.
Extension Toolkit comes
“As long as you’re in the same tone,
with a full range of colors,
contained in a portable
the extensions are going to look like a
carrying case. Single
natural part of the client’s hair.”
extensions may be ordered
To introduce the concept into the
separately.
“There’s not
one aspect of
this product that
wasn’t directed by
a hairdresser.”
C2201_R47566_as0614-AIcon-Intro_1.BK.indd 37
there’s another tool, another way to get
there,” says Butcher.
Of course, multiple extensions can
also be used for overall volumizing or
lengthening, but at a lower cost and
without the lengthy pre-consultation
and delivery times required for fullhead strand-by-strand applications,
Butcher explains.
In this way, the company hopes
to revolutionize the way stylists think
about extension services, and in turn
create a whole new revenue stream
for salons. “Now hairdressers have
a reason to talk about extensions
with their clients. The whole idea
is to satisfy a need in professional
beauty from a service perspective, not
necessarily a retail perspective,” says
Butcher.
The new HUW Pro isn’t resting on its
laurels. Butcher says there are at least
two more major product introductions
in the works, one as early as 2015, but
declines to offer a hint as to what those
might be.
“The truth is, we’ve taken 15 years
to get here,” says Butcher. “Great
Lengths created the market and the
demand. Now we have another way to
satisfy it. It’s not rocket science: We
just listened.”
5/2/2014 4:18:50 PM
CLIP NOTES
Two test salons report on the new HairUWear Professional Clip-In Extensions.
anielle Keasling, owner of Salon
Karma in Bluffton, SC, has been a
Great Lengths Certified Stylist for nine
years. She has been a semifinalist and
a finalist in consecutive years at the
Great Lengths Challenge, so it’s safe to
say she’s a fan. Still, she’s no pushover.
Keasling says her experience with Great
Lengths was validated when she tested
a different brand in her salon. “I was
not impressed,” she says. “It confirmed
for me that I could never switch a Great
Lengths client to another extension.
They’re the Rolls-Royce of extensions.”
It’s the quality of the hair that Keasling
most appreciates, as well as the integrity
of the Great Lengths bonds, so she says
she was excited when her salon was
invited to test out the new HairUWear
Professional Clip-In Extensions.
“The hair is beautiful—just
gorgeous,” she says. “The quality is
comparable to the strand-by-strand, and
the attachment is so lightweight it’s just
seamless. You don’t have to thin out the
extension to blend with the hair. It just
moves naturally and looks beautiful.”
Bluffton is on the approach to
Hilton Head Island, one of the premiere
wedding destinations on the East Coast,
so Salon Karma has come to specialize
in bridal hair and styling for special
events. Keasling says Great Lengths has
contributed greatly to that part of the
business.
“Brides-to-be are in the mindset that
their hair has to look its absolute best
on that day,” she explains. “They’ll bring
in a picture for their consultation, and
sometimes we just have to be honest
and tell them: ‘You have half that amount
of hair.’” Still, she says, many brides balk
at the expense and commitment that a
full head of extensions would entail.
HairUWear Professional clip-ins
provide the perfect solution, according
to Keasling, because they can be
used to create a variety of effects from
lengthening to balancing out hair density
or adding pieces that are needed for
elaborate bridal styles.
“We use them a lot for updos
because they’re so seamless,” Keasling
says. “You can even place them
diagonally or vertically and you’re not
going to see a weft.” She says that she
has used them in a circular placement
around the base of a ponytail to create
a style that would be difficult to manage
with most clients’ natural hair.
“Clients say they can’t feel them.
And the clip is secure, so they’re not
worried about the extensions slipping
out,” Keasling says. That can be a plus
for brides and bridesmaids once they hit
the reception dance floor, but Keasling
says this attribute is one that makes the
new clip-ins so attractive to such a wide
variety of clients.
“For someone who has fine or
thinning hair and they just need a
single clip on each side, it gives
them an inexpensive alternative,” she
CLOCKWISE, FROM LEFT: Examples of
Great Lengths extension applications by
stylists at Salon Karma in Bluffton, SC;
salon owner Danielle Keasling styles a
client after applying new HUW Pro clipins; Salon Karma.
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5/2/2014 3:53:39 PM
PHOTOGRAPHY: CORBIS (KRISTIN CHENOWETH, VANESSA HUDGENS)
D
FROM LEFT: Gemini 14 Salon’s
Kristina Barricelli; publicity
from high-profile Great Lengths
extensions users like clients
Kristin Chenoweth and Vanessa
Hudgens brings in new business;
Gemini 14 Salon in New York City.
says. “We’re also using them a lot as
Gemini 14 in Manhattan, New York City,
accents. We’re using them to add a
and one of eight Great Lengths Certified
pop of color, and for photo
Stylists there, where
shoots. Sometimes models
extensions have become
don’t want their natural
the salon’s bread-andhair chalked, so we’ll chalk
butter.
an extension before we
“We work with all
place it.”
different kinds of clients:
Keasling says she sees
stay-at-home moms,
—Danielle Keasling,
the potential for increased
professional women—men
owner, Salon Karma
extension business as
too,” Barricelli says. She
a result of having a low-cost, clipalso works with many celebrities, such
in extension with the quality of the
as Vanessa Hudgens, Kristin Chenoweth
HairUWear Professional product. And
and Rooney Mara, who come to her
though there’s only one other stylist
for work that looks natural and won’t
at Salon Karma who does extensions
damage their own hair. Until now, the
at present, Keasling says she believes
majority of her extension clients have
more of her staff will start offering the
gotten Great Lengths strand-by-strand
new clip-ins because of the ease of
applications. “Traditionally, we’ve shied
use. “When we’ve worked with other
away from any kind of clip-in in the past
extensions in the past, there was
because it’s such a huge hassle: The
more of a learning curve,” she says.
ordering, attaching the clip or modifying
“With these, it’s a no-brainer. It’s going
it...” Barricelli explains.
to change the way people look at
She adds that the quality of other
extensions.”
clip-ins has not been what she was
Kristina Barricelli’s relationship with
used to with Great Lengths. She’s
Great Lengths also goes back to the
known for creating natural looks, and
brand’s beginnings. She’s the owner of
says the color, texture and movement
PHOTOGRAPHY: CORBIS (KRISTIN CHENOWETH, VANESSA HUDGENS)
“It’s going to
change the way
people look at
extensions.”
C2201_R47413_as0614-Icon_StylistStories_1.BK.indd 39
of an extension all affect its ability to
look natural on the head. “The new
HairUWear Professional clip-ins sort
of mold to the head, so they lie flat and
smooth,” she says. “And color blending
is so important. Nobody understands
that like HairUWear Pro. It looks
professional, it feels professional and it
behaves professionally.”
Barricelli adds that the width of
the new clip-ins makes them the most
versatile she’s worked with. “Three
inches—that’s brilliant. It’s the best size
for everything. If you need a wider piece,
you just use multiples. For clients who
wear their hair forward, you can turn
them on a diagonal to direct the hair
more toward the face, or you can create
a ponytail by putting them on the vertical
with the hair cascading backward.”
Though she’s only had the new tool
for a few weeks, she says she’s excited
about the possibilities it holds for her
salon. “It creates an easy upsell, and it’s
a way to satisfy the client on the spot,”
she says. “It’s a way to enable and
motivate your styling team. I think it’s
really going to inspire people!”
5/5/2014 10:46:52 AM
PIECE IN OUR TIME
HairUWear’s backstory provides a road map to the history of hairpiece technology.
1971
1981
1997
The company introduces
Capless Wigs, which do away
with the “wiggy” look and the
hot, sticky feel of cap wigs.
PermaLift, the company’s
newest innovation, takes
volume a step further by
creating a soft underbed
of short fibers to support
long ones, so wigs achieve
natural-looking volume and
height without added weight.
Under the guidance of CEO
Michael Napolitano, the
company acquires exclusive
U.S. distribution rights for
Great Lengths, a revolutionary
European human hair
enhancement system, to form
Great Lengths USA.
1973
The company opens a
wholesale division, moving
wig sales from department
stores to specialty retailers.
Eva Gabor International
becomes the largest
producer of wigs worldwide.
1976
The company patents the
Permatese process, a way of
permanently “ruffling” each
strand of wig fiber
at its root to force
the fiber to rise
off the wig base,
giving the wig
extra body and
height.
C2201_R47541_as0614-AIcon-Time_1.BK.indd 40
Hair2wear launches with
the Christie Brinkley
Collection, giving women
an affordable introduction
to wigs, extensions and hair
accessories.
2014
1998
1988
1975
2013
The Comfort Cap with a
wide, velvet band in the front
eliminates netting at the top
of the wig for comfort and
increased airflow.
1992
Great Lengths, the first line of
hair extensions designed and
marketed specifically for hair
professionals, launches with
the introduction of the prebonded strand concept.
The Raquel Welch Signature
Collection is launched
Designed
for the
fashionconscious
woman,
the new
wigs
feature
multidimensional colors and
a unique cap construction.
Great Lengths USA unveils
GL Apps, a revolutionary,
high-speed extension system
that requires no heat, bonds
virtually invisibly and lasts a
minimum of six weeks.
2014
HairUWear Professional is
born. Its first product offering,
HairUWear Professional ClipIn Extensions, revolutionizes
the salon extension business.
2001
Great Lengths USA
introduces an ultrasonic
application method, giving
stylists the freedom of more
versatile, heat-free bonding.
5/2/2014 3:26:09 PM
PHOTOGRAPHY: RYAN STRONG (COVER/BRIDAL PATH; PIECE IN OUR TIME, 2014); MAKEUP: GINA CIACCIO-HOLMBERG; FASHION STYLING: SETH ELLIOTT (COVER/BRIDAL PATH)
After centuries of low-tech craftsmanship, the technology of hair enhancement took some giant leaps forward during the
last half of the 20th century. Many of the features taken for granted in today’s best wigs and extensions can be traced back
to a single pioneer: HairUWear Inc., originally known as Eva Gabor International. Here are just a few of the highlights.
en
ion
d hair
eils
y,
ystem
onds
sts a
is
fering,
Clipnizes
iness.
Stylists get creative on camera to inspire
other professionals.
Bridal Path
Follow these steps to recreate the cover look with help
from HUW Pro Clip-In Extensions.
D
PHOTOGRAPHY: RYAN STRONG (COVER/BRIDAL PATH; PIECE IN OUR TIME, 2014); MAKEUP: GINA CIACCIO-HOLMBERG; FASHION STYLING: SETH ELLIOTT (COVER/BRIDAL PATH)
th
Hair U Share
uring the ramp-up to the introduction of
HairUWear Professional Clip-In Extensions,
some of the company’s educators and most devoted
users were given the opportunity to test-drive the
new technology in their salons. “These were the same
people we went to with all the questions when we
were developing the product,” says Great Lengths
USA National Program Director Brett Butcher. “Now
we want to know how they would use it, and what it
could accomplish for clients and for the salons.”
The salons were given two full HUW Pro ClipIn Toolkits and an invitation: Make a video to
demonstrate your creativity with the revolutionary new
extensions.
“We wanted this to be very candid and very real,”
says Butcher, who explains that many stylists used
their smartphones to record videos of their creations,
lending a sort of cinéma vérité quality to the finished
clips.
But what surprised him was the variety of
applications stylists in the field found for the new
products, and the creative ways they were able to use
them to satisfy an array of client needs. “It provides
so many creative possibilities,” Butcher says. “Adding
volume is an obvious benefit, but you can also use them
to change the shape or color, and even add texture.”
The videos can be viewed on the company
website under the “Inspiration” tab. More are being
added every day, so Butcher encourages stylists to
check back often for ideas and to share their own
videos. Access to the online upload portal comes
with the purchase of the first set of the new clip-ins.
hairuwearprofessional.com
In this video, stylist and Great Lengths Educator Nanci
Lee Randolph creates a pink-streaked reverse bob using
new HairUWear Professional Clip-In Extensions.
C2201_R47541_as0614-AIcon-Time_1.BK.indd 41
BEFORE
J
ust in time for
summer wedding
season, stylist and
extension expert
Nanci Lee Randolph
from B2V Salon in
West Hollywood, CA,
created this elegantly
undone bridal braid
using new HairUWear
Professional ClipIn Extensions. “It’s
relatively easy,” says
Randolph. “If you can
do a simple French braid you can recreate this look.” Though few
clients will have enough natural hair to pull off this look, it’s easy to
create both length and volume with HUW Pro Clip-In Extensions.
1. Blow-dry and curl hair in a flattering style. Randolph used a 1¼inch curling iron for this model.
2. Curl the HUW Pro clip-ins with the same curling iron.
3. Starting at the nape, clip in as many HUW Pro clip-ins as needed.
Randolph used 16 clip-ins to give this model extra length for the
braid: six clips below the occipital, four right above those along the
back, and three on each side. Be sure to leave some of the client’s
own hair free at the crown to conceal the clips.
4. Curl any strands needed to blend the natural hair into the clip-ins.
5. Start at the crown and separate the middle of the crown into
three small pieces. Loosely braid each piece right over left and left
over right, stopping at each move to bobby pin each strand into
the middle of the braid. As you braid, take strands from the outside
perimeter of the hair, drape it to the middle, cross it in and pin.
Randolph locked each bobby pin by hooking the hair going up with
the pin, then down and inside the braid, crisscrossing each pin in an
“X” pattern.
6. Follow this pattern to the tips of the hair and secure loose ends
with a bobby pin or ponytail holder.
7. Use bobby pins or U-pins to secure any strays, and touch up the
edges of the braid with a curling iron.
8. Finish off the bridal look with some small silk flowers.
5/2/2014 3:26:42 PM
MOVING ON UP
The new offices of HairUWear Inc. support the company spirit of
collaboration while giving the growing company room to breathe.
F
or nearly two decades, the prairie
metropolis of Kansas City, MO has
been home on the range to HairUWear
Inc. But in the last few years, employees
of the extensions innovator have been
singing “Don’t Fence Me In.”
“Quite frankly, we were busting at
the seams,” says Great Lengths USA
National Program Director Brett Butcher.
So in April, the company made
the move to nearby Lenexa, KS, a
suburb within the Kansas City metro
area known for its community spirit
and support of the arts. At 141,000
square feet, the new headquarters is
three times the size of the old building,
C2201_R47382_as0614-Icon_NewBuilding_1.BK.indd 42
with room for extensive office space
as well as an extra-roomy warehouse.
The logistics, operations and quality
control departments, local divisions
of sales as well as design and
production, are now under one roof,
something that HairUWear president
Michael Napolitano says speaks to the
company’s success in recent years.
“At a time when many companies are
facing tough economic challenges, I’m
very proud to share the exciting news
that HairUWear continues to make
impressive achievements,” he says.
The entire front of the two-story
building is glass, lending light to
every space within and giving it an
open and airy feel. Because they are
north-facing, the windows receive
only indirect sunlight, so Butcher
says there’s no need for blinds or
shades. Having been welcomed by
the impressive sight of the two-story
wall of glass, visitors enter a reception
area that’s open to the second floor,
further enhancing the feeling of
expansiveness.
The interior is decorated in neutral
tones of cream and brownish-gray.
Butcher says the company is working
with an art curator to bring in works
by local artists to decorate the walls
PHOTOGRAPHY: SHAWN MCKINDRA
FROM TOP: The boardroom in the new offices of
HairUWear Inc. is called The Big Wig; an airy reception
space leads to the second-story education center.
5/2/2014 3:25:05 PM
PHOTOGRAPHY: SHAWN MCKINDRA
ption
r.
on a rotating basis. “We wanted to put
things in the building that would be
inspirational to our staff and visitors as
well as support the local community,”
he explains.
Butcher says everyone is pleased
with the configuration of the offices,
which brings all brands under the
corporate banner into one space and
supports the sense of community that
has been so important to HairUWear’s
success. “With the formation of
HairUWear Inc. and the move to the
new space, everyone is working more
closely,” he explains.
Individual workspaces are arranged
in an open floor plan with walls that
are just high enough to provide some
privacy without feeling confining.
Each section of workstations has
its own collaboration station, or
meeting-conducive spaces with
large worktables. “The floor plan
was designed to lend itself to
collaboration,” Butcher says.
There are two small meeting rooms
and one large boardroom, which
Butcher says were named in a contest
among employees. Coming out on top
were The Wigwam and Hairbrained for
the conference rooms and The Big Wig
for the boardroom.
On the second floor is the
Education Center, with a large meeting
room for Great Lengths certification
courses and HairUWear On The Road
classes. Adjoining it is a vast shampoo
room with walk-around shampoo
chairs with enough space for classes
to congregate during demonstrations,
or photographers to amass lighting for
photo shoots. The company now has
a dedicated photography and video
studio as well as what Butcher calls the
“HairUWear Closet” to house clothing
from two decades of photo shoots.
The top floor is currently about
two-thirds empty, he says, giving the
growing company room to grow even
more.
“With a vision toward the future,
we’ve positioned HairUWear squarely
on a path that allows for significant
growth,” says Napolitano.
C2201_R47382_as0614-Icon_NewBuilding_1.BK.indd 43
Man of Zeal
Karen Ford talks with HairUWear Inc.’s new chief marketing officer, Mike Ferrara, about
the exciting changes at the company and its revolutionary new product.
Karen Ford: What excited you most about
MF: Through our Great Lengths USA
the prospect of working with HairUWear?
Certified Salon network, we have access
Mike Ferrara: There are pockets of growth
to open dialogue with the country’s most
for beauty such as skincare
successful and influential stylists
but generally speaking, the
and salon owners. This provides us
beauty business is very
with a unique and truly remarkable
mature. The potential for hair
professional industry information
extensions and replacements
pipeline to the consumers’ needs.
to become more mainstream
The development of our HairUWear
is enormous, which will
Professional division gives us the
unleash substantial growth.
ability to funnel those needs to
MIKE FERRARA product design and marketing
The great brands we’ve built
at HairUWear are poised
teams that are focused on what’s
to take advantage of the large growth
important to hairdressers—product quality,
opportunity.
performance and exclusivity, all driven by
education.
KF: The company has made several
dramatic product intros in the last year.
KF: What role does education play at
What drives product development?
HairUWear, and how is it tied in to the
MF: Listening to and understanding client
changing needs of the market?
needs is the fuel that drives our product
MF: It’s so important, particularly in the
development. The HUW Pro clip-ins are
beauty business where “new” is such
a perfect example. The product and
a big driver of growth. So I was very
concept was born from a conversation
pleased to see the key role education
with a hairdresser who was describing
plays with every product we produce
what he wanted for his clientele and the
at HairUWear. On the professional side
way he would like it packaged to be easily
in our Great Lengths division, we truly
accessible for him as a stylist. He had a
believe education is the most important
brilliant idea: clip-in hair as a service tool
thing we do. Extensions are no different
more than a retail item. It needed to work
from professional chemical services; the
on clients with all hair types and be userproduct is only as good as the skill level of
friendly, high quality and affordable.
the stylist delivering the service.
KF: Why do you think no one has done it
before?
MF: Although “simple” in concept, it was
more complicated in reality to create the
HUW Pro clip-in product line. The product
design team consulted a number of
hairdressers, and worked closely with the
same hairdresser that spawned the idea
to develop a product that answered a big
consumer need. I love this story because
it’s the type of innovation that will drive
the huge potential industry growth I spoke
about earlier.
KF: In what ways do you see the company
focusing on the needs of professional
hairdressers?
KF: What is your top priority for the
coming year?
MF: To build on the great history and
heritage of HairUWear and help build
the foundation for even greater dynamic
industry leadership over the next 25
years or more. I’ve only been here a very
short time, but I believe the keys will
be accelerating an already impressive
innovation pipeline and taking our
marketing to an even higher level of
sophistication and style. I want us
positioned in a rarified space, a space
where HairUWear is clearly recognized
as the company that brings fun and
excitement to stylists and salon owners
around the world.
5/2/2014 3:26:15 PM
©2014 HairUWear Inc.
Attend the 3-day Training Experience and
join our exclusive Certified Salon Network
June 8, 9 & 10
June 22, 23 & 24
July 13, 14 & 15
July 20, 21 & 22
Los Angeles
Chicago
New York
Orlando
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C2201_R47405_AS_0614_44.BK.indd 44
4/29/2014 10:18:22 AM