“It felt like I was taking the sun out of the box,” TraceeEllisRoss said of her newest product, the PatternBeauty blow dryer.
Made for curly, coily and tight-textured hair, as with all her products, Ross looked to provide functionality and ease. Chatting over Zoom, she unveiled the device with glee, describing every element.“You can’t get one until you’ve committed to it,” she said. “You have to make all the decisions based on samples, 3D models.”
To get started, she had to evaluate the various engines available on the market. Weight was a key factor, as was design. The switches and cold shot button are easy to access, she explained, and the filter is detachable for cleaning. The dryer itself, all one uniform color — cord included, she happily noted — can be held in a number of ways as it doesn’t get hot to the touch.
“You don’t have [to have] a brush in one hand and a blow dryer in another,” she said. “We can retool and rejigger the experience so that it’s more user-friendly for the curly, coily and tight-textured customer.” With a multichannel approach, that customer has been growing, she said: “The consumer that’s at Sephora is different from the consumer at Ulta [Beauty], is different from who’s buying things at Amazon or going to patternbeauty.com. Every customer has a different way that they connect to their hair care. Some people want to be in a store…and then there’s some people that never go in stores.”
There are more launches to come at Pattern Beauty, she added, “other pieces to the heat experience that we’ll be rolling out as the year progresses.”
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