Frédéric Fekkai: Brand Awareness is Golden

Many insights emerged at CEW’s recent Women & Men in Beauty Series West Coast panel featuring hairstylist experts Frédéric Fekkai – Brand Architect/Founder, Frédéric Fekkai; Ouidad – Founder, Ouidad; and Sally Hershberger- Celebrity Stylist & Founder, Sally Hershberger Professional Hair Care, LLC. During the panel, held March 21 at the Fairmont Miramar Hotel & Bungalows, Santa Monica, we learned from Ouidad about the discovery of the curl category, her unique cutting technique for curls and how she educates curly-haired folks on how to experience her brand, either in the salon or with her products. Sally shared the lessons she learned when entering the retail realm, signing on with some of the biggest retailers in the industry. “We weren’t really ready to go out that huge, so when you have a name it’s smarter to start out smaller. You have to learn lessons along the way.” And, above, Frédéric talks about the importance of brand awareness and how critical it is to success.