It’s always a plus to match a name to a face. Athena Cosmetics, Inc., makers of RevitaLash Cosmetics and the newly launched ReGenesis Hair Enhancing System, is benefiting from this approach times two with a new partnership with renowned salon experts Christopher Dove and John Simpson. Joining the Ventura, CA-based brand as spokespersons with proficient expertise and knowledge in the hair industry, Dove and Simpson will develop a curriculum for professional stylists that identifies and communicates the brand approach for fine and thinning hair, said the company. 
 
“We want to elevate the ReGenesis Hair Enhancing System as a key player in the anti-aging hair category,” said Dove.
 
Products span from a Thickening Shampoo ($36), a phyto-infused formulation; to Micro-Targeting Spray ($149), a four-month supply of hair volume enhancer. All products are non-irritating and dermatologist tested.
 
“We really believe in the approach that Athena Cosmetics is taking,” added Simpson.
 
Developed to defend tresses from aging, breakage and brittleness, the highly advanced ReGenesis system is formulated with the finely calibrated, proprietary ingredients to intensify the natural volume of hair. In addition to being brand spokespersons, Dove and Simpson will help develop the next generation of products for ReGenesis.
 
“The goal is to lead the category with an all-inclusive approach to fine and thinning hair. It’s not just about the products you are using, it’s also about taking a deeper look into the hair concerns and developing a full professional curriculum for cut, color and style,” said Sabrina Little, director of marketing and product development at the company.
 
According to Simpson, what makes ReGenesis different is its esthetic skin care approach to the hair care category. He told Happi, “The client with fine and thinning hair will definitely understand the regimen quite like a skin care regimen.”
 
For example, the anti-aging benefits while prepping the scalp with exfoliation, the antioxidants and strengthening effects all derived from the botanical ingredients, as well as the proprietary BioPeptin Complex found in RevitaLash Cosmetics signature lash and brow conditioning products and shared within the ReGenesis line in the Micro Targeting Spray and the Fast Absorbing Foam Hair Volume Enhancers.”
 
With the ReGenesis six-piece hair care luxury brand, the easy to use skin care approach to hair is simple as well, and instantly effective from the first shampoo and condition, with its volumizing properties, noted Dove.
 
All in all, the consumer today is searching for results that they can see and feel with the belief that it will progressively become even greater in time—and ReGenesis aims to deliver.
 
According to Simpson, “The ingredient-aware client is knowledgeable about why and how a product is expected to perform. This client will invest in a luxury brand if the results are there. Aware clients of today are not looking for the ‘Cheap and Cheerful’ they are looking for ‘Simplicity with Result!’”