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August 31 2014

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Middle America, Meet Frédéric Fekkai

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In what registers with us as a smart and perhaps even industry-standard-setting move, Frédéric Fekkai will begin selling his products at Walgreens and Target stores next year. Sephora seems less keen on the idea than we are; the luxury beauty destination announced that it will drop the line from its stores in response. Here’s the plan: Classic items from the stylist’s eponymous Glossing, Full Volume, and Technician Color lines will head to Walgreens and Target, while Fekkai Advanced, which launched in September, will remain at prestige outlets like Saks Fifth Avenue and Neiman Marcus. But even though the lines are changing addresses, the prices will remain high-end, with products set to run between $20 and $30, just as they did at Sephora. Will budget shoppers be willing to spend that much on a shampoo if they aren’t already familiar with the coiffing king? Only time will tell, although don’t be surprised if you receive a mailer from Target with “fun facts” about Fekkai in the very near future. [WWD]

Photo: Courtesy of Sephora.com

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