DP Hue Raises Commission For Hair Colorists During COVID-19

DP Hue is promoting its at-home hair color products, as all hair salons are temporarily closed due to COVID-19.    

Founder Donna Pohlad says DP Hue is the only at-home hair brand dedicated solely to professional hair color maintenance. Pohland founded the brand in 2011, and partnered with celebrity hair colorist Justin Anderson -- both are shown above. 

In 2019, DP Hue launched its Pro App (available for free download in the Apple Store) as a means to compensate pro colorists for recommending products.

Any licensed cosmetologist can set up an account and order product for clients through their mobile devices. The product is delivered directly to the client, and the pros receive a commission on all sales.

The App has proven to be especially helpful since the COVID-19 outbreak, Pohland says, since many colorists are out of work until salons re-open. 

Now -- the brand has raised the commission for salon pros recommending its products -- from 35% to 50%. 

"When the quarantine mandates set in, I watched my entire community of hair colorists suddenly unable to earn money," Anderson says. "I spoke to Donna, and we immediately raised the commission from 35% to 50%, which is unprecedented."

Pohland adds, "Our products are designed with pro colorists in mind. We empower people to manage their pro color in-between salon visits, instilling confidence in them because they learn how to keep their hair color looking fresh, right up until their next appointment."

Products include Root Touch-Up Kit and Color Touch-Up Spray, Gloss+ (a pigmented deep conditioner), and color-protecting haircare products, including the best-selling Apple Cider Vinegar Hair Rinse.

Sales Surge

After announcing the commission increase through Anderson's and DP Hue social media platforms on March 20th the response was immediate; the number of App users has skyrocketed and is continuing to grow, the company reports.

Mark Ferdman, chief marketing officer, DP Hue, says, "Our daily sales increases via the App have been exponential since March 19th. We are paying out unprecedented Commissions to Colorists, and we hope to continue to see that increase."

Pohlad adds, "It's been heartwarming to receive the testimonials that we have from the salon community and knowing that they trust us during this difficult period. We're looking forward to the moment when they can get back behind their chairs."