Article Update :

Innovation in Hair Coloring
by Anonymous

WAUWATOSA, WI June 11, 2004 -- Using an innovative patent-pending system, Hair Colour To Go®, a successful full-service hair salon, has launched an online division for women and men to order customized salon hair color formulas over the internet for home application.

Hair Colour to Go has positioned it’s website, www.haircolourtogo.com to be a high quality, affordable, and convenient alternative to salons and over-the-counter products. Typically, someone who colors their hair must use a one-size-fits-all, over-the-counter hair coloring product, or they must set up costly, time-consuming salon appointments to get a customized hair coloring treatment. Hair Colour To Go clients use the internet to get a custom-mixed salon hair color formula and have it delivered directly to their home at a competitive cost with over-the-counter hair coloring products.

“My clients asked me to develop an affordable, convenient, salon coloring solution for them to apply at home,” says Ted Berry, owner of Hair Colour To Go. “So we thoroughly examined the hair coloring process, from the analysis to color selection and came up with a very effective solution using the internet as the medium to assist in hair analysis and color formulation, and allow our customers to place and process hair color orders from the convenience of their home or office. The formulas are individually customized and mixed, and we use the highest quality European salon ingredients for results that meet or exceed client’s color and quality expectations.”

Hair Colour To Go employs a patent-pending, three step process. First, clients visit the website and order a swatch kit which is comprised of a wide range of synthetic hair color samples. Second, after the swatch kit arrives, the client completes a confidential, on-line personal profile that provides specific information regarding their hair and target coloring. Finally, the client submits this profile. From this information Ted Berry, the master colorist at Hair Colour To Go will individually formulate, mix, and ship the customized color within five business days. The client can then easily and conveniently apply their hair color in the comforts of their own home.

The system is designed to appeal to the busy, cost-conscience and internet savvy lifestyles of the American consumer, and the market appears to be ready to follow. According to research conducted by the National Retail Federation and the Forester Research group (an internet research company), certain categories of online sales are expected to expand more than 40 percent in 2004. Health and beauty products are predicted to enjoy a 61 percent increase in online sales [On the Net: National Retail Federation: www.nrf.com.

Hair Colour To Go currently has a database of more than 300 (mostly local) clients who have their own color formula mixed for delivery or pick-up. “Once a person has a profile registered with us, they can basically get customize salon hair color on demand. We’ve designed the system so clients can reorder over the phone or internet, or they can sign up for our Automail Advantage™ program which ships the customized color application on a scheduled basis,” says Mr. Berry. “Everyone is using the internet to conduct business, and now I’ve found a way to provide affordable salon hair color to clients who want to save time and money but still have hair that looks like a million bucks.”

Hair Colour To Go was started by Ted Berry in 1994. Prior to starting this business, Mr. Berry immigrated to the United States from Ireland where he received most of his training. In addition to his training in Dublin, he also received specialized training in Scotland and Montréal. He also provided periodic training and consultation to several large salon product manufacturers. To this day, Mr. Berry stays on the cutting edge of the hair coloring industry through regular consultation with top researchers and innovators in the hair coloring business.

Hair Colour To Go is a full-service hair salon based in Milwaukee, Wisconsin. With more than 25 years of combined experience, Hair Colour To Go staff and color technicians have successfully serviced thousands of satisfied clients.

For more information about Hair Colour To Go, please visit the website at www.haircolourtogo.com or call 414-745-9354.

For additional information, a Word file of this release or to coordinate an interview with Ted Berry, contact Alex Taylor at 414-803-4913 or e-mail alex@erasmusllc.com

CONTACTS:
Alex Taylor
Marketing Communications
414-803-4913

Ted Berry, Owner
Hair Colour To Go
414-745-9354



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