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Virtue Labs Expands Its Multichannel Distribution Model

May 10, 2018: 12:00 AM EST
Just over a year since its launch, hair care brand Virtue Labs continues to expand its multichannel distribution model. It has extended its direct-to-consumer reach beyond its website by debuting on HSN at the end of last year. Offline, it aims to quadruple the number of salons it’s in, from 100 today, and expects to launch in 30 Bluemercury locations by the end of May, with more planned for the rest of the year. Virtue Labs founder and CEO, Melisse Shaban, said that DTC was perfect for first communicating the hair care benefits of its key technology, Alpha Keratin 60ku.[Image Credit: © Virtue Labs]
Faye Brookman, "Virtue Labs Expands on Strength of Its Brand Story", Women’s Wear Daily, May 10, 2018, © Penske Media Corporation
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