A man walks into a drugstore, grabs his tried-and-true bottle of Head & Shoulders shampoo he’s been using for years and keeps filling up the cart. Another consumer is persuaded by her stylist to indulge in that color-friendly conditioner after an extensive treatment. And then, there is the buyer who is perusing personalized hair care options on a smartphone in-between Snapchats and Instagram posts.
 
With this in mind, Cloud 10 Hair Care online at Cloud10Hair.com is dedicated to fulfilling the customization wishes expressed by millennial consumers, according to its creator ProfilePro LLC, which is no stranger to the beauty business. Customers engage in an “online experience” that guides them through a short series of questions to help them identify their specific hair care needs. For example, “if I had one wish for my hair, it would be …” (selections include better curl definition, lots of shine and thicker, to name a few).
 
Individual profiles are instantly matched to recommended shampoos and conditioners drawn from one of the industry's most comprehensive inventories of 165 formulations!
 
Cloud 10 shoppers may choose from five signature scents—jasmine, coconut, citrus, lavender or vanilla—and between light or luxurious lather at Cloud 10. They also have the option to choose from a selection of label designs, each of which can be personalized with their names. The highly customized hair care formulas are then shipped directly to the customer's home.
 
The concept was inspired by Jodi Dery, owner of Cloud 10 salons in Boca Raton, FL, who recognized that her stylists were often mixing shampoo and conditioner formulas to satisfy the unique hair care needs of individual clients. Cloud 10 Hair Care was then developed in partnership between Dery and ProfilePro.
 
Founded in 2014, ProfilePro is touted as a pioneer in customized and personalized hair care. The ProfilePro family of brands includes Cloud 10 Hair Care, HairRx Advanced Hair Care, and ProfilePro Home Hair Salons sets. ProfilePro has reunited co-CEO Joseph Segel, who is also the founder of QVC, Inc., with several former QVC executives including Chuck Pulcini, a vice president of logistics; Mike Boyd, president from 1987-1995; Doug Briggs, president from 1995-2006, Bill Costello, former CFO; Neal Grabell, former general counsel. Ellen Langas, one of QVC's original program hosts and former vice president, public relations, serves as co-CEO at ProfilePro.
 
“Cloud 10 Hair Care is the ideal union of beauty, technology, and community, and it was designed with the discerning Millennial customer in mind,” said Langas. “We've created a streamlined online shopping destination that helps her cut through the clutter and discover her ideal shampoo and conditioner formulas. At the same time, we're creating a fun, connected social community to share hair care tips, style ideas and inspiration.”
 
Produced overseas by Originitalia Labs in Italy, all Cloud 10 shampoo and conditioner formulas are sulfate free, paraben free, cruelty free and safe for chemically treated hair, according to the company. The products were tested and further refined at the award-winning Cloud 10 salons, as well as previewed by more than 3,000 licensed hair stylists in the US. In addition to its online presence, the company is exploring retail opportunities, according to Langas.
 
In a survey conducted by Cloud 10 Hair Care of 1,000 women ages 18 to 35, 77% of respondents indicated they would prefer to purchase shampoos and conditioners customized for their hair care goals. Ten percent were unaware that they could order customized formulas.
 
“Customization is a key trend in today's retail landscape, and Cloud 10 Hair Care believes that shampoo and conditioner should be no exception,” said Segel.