A new technology has officially launched on our shores, with bond-building haircare brand epres™ debuted at RAW Anthony Nader salon in Surry Hills, with the brand’s founder, Dr Eric Pressly attending from California. The brand, distributed nationally by Dateline Imports, hosted press and showcased a live demonstration and product education of the technology.
epres™ is dedicated to creating scientifically advanced haircare solutions in patented, professional-grade formulas that are easy to use and care for the environment, with the Australian launch acting as the first of many stops on a tour of Southeast Asia, extending from successful launches in US, the UK and in Europe. In Australia and New Zealand, pivotal education around the technology from Dateline has supported the launch.
The technology was created within Dr Pressly’s further exploration of molecules, as a scientist in Applied Chemistry, through COVID, with the intention to create something better, easier to use, more unique and more environmentally friendly, in order to lead from the front in that aspect of innovation. The technology is a saviour for damaged hair across all hair types.
“What I wanted to develop in the next generation of the technology was, of course, we want to have better performance, but that’s not why you buy the next one, you buy the next one because it’s easier to use, it’s more reliable, we can make it greener. When you’re buying next generation technology, you want to do better for the planet each time, and it has to be intuitive,” he said.
In his demonstration, Anthony showcased the treatment process, which is acid-free and mixes directly into any chemical service, including colouring, lightening, straightening and perming without affecting the pH or development time. He discussed the treatment’s innovative one-step repair functions, in terms of how it can cater to clients, offer upselling opportunities and also save time for hairdressers.
“The profit for the business owner is wonderful,” he said. “We’ve gone through COVID and all our team needs to make extra dollars, the owners need to make extra dollars, so that’s why I wanted to be a part of this movement. The team believe in the product too, and it’s just easy. It’s just one step. It’s about keeping the dollars in the salon and this whole system is sold in the salon. I love that.”
The brand also offers a Bond Repair Treatment Kit that can be retailed to clients, which Anthony also demonstrated, and which is necessary to sustain the treatment and revive dry, damaged and processed hair. Assuring condition for clients in and out of the salon is meant to take pressure off the hairdresser, while helping with retail sales and price increases, and ensuring client retention, as well as client attraction through word of mouth.
“Clients want great hair, but they don’t want to pay an arm and a leg for it,” Anthony shared. “They want to know that their hair is going to look amazing between salon visits, and stay strong. With the retail products or when used in the salon services, the hair feels so much stronger. You can feel that and you can see it straight away.”
“My hope is that we’ve given the salon a tool that every one of their clients leaves with better hair than what they came in with, as far as condition, and it didn’t cost the client any more time and it made the made the salon more money, that’s what I want out of it,” Dr Pressly added. “As a developer of technology, my mission is not done until everyone has better hair, so that’s what I’m passionate about.”
With the tagline “faster, easier and better” epres™ is the new secret to hair care in salon and at home. Join us in officially welcoming the brand Down Under.
For more information visit www.datelineimports.com.au
Catch up with INSTYLE and Styleicons!