Frédéric Fekkai

Change is in the hair.

Provence born, Paris trained, NYC made, Frédéric Fekkai has been a pioneer in all facets of the beauty industry from his first entry into the hairstyling world. Fekkai transformed how hair was styled. Giving women a sexy, tousled, laissez faire, laissez care, no-fuss style that could easily be created at home sans effort. He revolutionized the experience with his spa-like salon at Bergdorf Goodman. He created the concept of “skinification of hair” and transformed an everyday routine into an amazing ritual of self-care

To this day, he is one of the most widely copied hair stylists of all time. Not just a hair stylist but branding maestro and one of – if not the singular – greatest disruptor and one of the most transformative forces of beauty. If you’ve ever clipped a celebrity cut and said “I want that”, that look was likely inspired by Frédéric Fekkai.

 

  • After celebrity hairstylist Frédéric Fekkai sold his namesake label in 2008, the brand lost a bit of its spark. And began to sputter. In 2018, Fekkai bought the brand back—and fans couldn't be more thrilled. With a new product line out and more on the way, he was ready to take the world of hair to new heights. But his brand was in need of a refresh.

  • Today haircare is positioned by formula, ingredients, technology, hair type, damage and inclusivity. It is serious and earnest. Not very exciting or inspiring.

    BUT our relationship with our hair transcends features and benefits. It’s a source of emotion, identification, transformation, power, expression, individuality and movement. Hair the first thing someone notices about you. The way our hair looks and feels changes how we feel about ourselves and maneuver through our day. It about Transformation.

    We leaned into this unique brand point of view to reintroduce Frédéric Fekkai to a new generation of women. We leveraged Fekkai’s past an modernized it in order to reestablish Fekkai’s creditability, expertise and legacy.

  • Brand Story & Messaging

    Brand Strategy

    Brand Visual Identity

    Brand Logo

    Brand Voice

    Web Design

Text overlay on black background reads 'FEKKAI! haircare with french flair,' with images of haircare products, including cream and foams, below the text.

We defined the Fekkai brand as Haircare with French Flair to express the resulting “je ne sais quoi,” and simple, nonchalance and relaxed attitude of the products and experience.

Three men, the first in a light blue shirt smiling at a camera, the second in a black sweater with curly hair posing outdoors, and the third in a dark blazer and light shirt smiling at the camera.
Four containers of different hair masks in beige, green, purple, and blue, with text that reads, 'Change is in the hair mask wardrobe campaign' on a black background.

Change is in the hair - our playful teaser speaks to the transformative power of a great cut followed by great hair care. It’s about freedom, fashion and fun.

Left side: a promotional poster for Fekkai's anti-brass repair mask with the text 'get fekkaid' and a blue paint swirl above, an open container of purple mask below. Right side: a woman with voluminous, curly blonde hair wearing a black top, staring
Black and white side profile of a woman with wet hair, with her hand on her head, alongside a color image of four colorful containers of hair styling products and the words 'get tekkid' and 'turn lackluster to luxurious'.
A split-image showing hair with split ends on the left and a hair repair product with text advertising its effectiveness on the right.
Advertisement for Fekkai hair products, showing shampoo bottles with foam, and a black-and-white portrait of a woman with wet, dark hair being styled.
Advertisement for Fekkai Shea Butter Miracle Mask with a woman with curly hair on one side and the product jar and a spoonful of cream on the other side with the text 'get fekkai, turn coily into curly'
Side view of a woman with wet blonde hair being conditioned with a hair product. On the right side, promotional text and images of Fekkai Apple Cider Detox hair care products, including a scrub, shampoo, and conditioner.
Promotional image with text 'get fekkaid' and 'TURN TIGHT INTO TOUCHABLE' on the left, and a close-up photo of a young woman's face showing flaky skin on her cheek on the right.

“Let’s turn heads” speaks to the transformation of hair from Drab to Fab. From Frizzy to Free. From Hellish to Healthy. From Weak to Wow.

But the phrase has a double meaning. It also means to be so strikingly that people cannot help looking at you.

A collage of nine images related to hair care and beauty, including a hair curling process, hair products, a woman with styled hair, and a vanilla bean ice cream, with text overlays about beauty routines and product reviews.
Black and white photo of a woman smiling with large hair rollers in her hair, resting her head on her hand, with the words 'Avec Amour' written on the right side.

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Origins
Sensegen
Alpha H