Parham Santana’s Brand Slam Division Manages New Licensing Relationship for the Miss Universe Organization with Farouk Systems, Inc.

New York, NY – April, 09 2014 – Now it’s a little easier for women everywhere to look as glamorous as MISS UNIVERSE. A new line of MISS UNIVERSE hairstyling products and tools by CHI hits ULTA stores across the country on April 22. The products range from hair spray and dry shampoo to a curling iron, hair dryer and flat iron.

It’s all part of a licensing partnership that Parham Santana, The Brand Extension Agency, manages for its client, The Miss Universe Organization, with Farouk Systems, Inc., the parent company of CHI. This new partnership allows the MISS UNIVERSE brand to extend further into the beauty category. Parham Santana has been actively collaborating on products that reflect the true essence of MISS UNIVERSE: CONFIDENTLY BEAUTIFUL.

“It’s about real-life glamour,” says Basim Shami, President and Chief Executive Officer, Farouk Systems, Inc. “These products allow women to go from day to night with the same ease as MISS UNIVERSE contestants move from evening gowns to swimwear.” The line’s pliable styling products allow women to re-work their hair to create several styles in one day, moving from an up-do to loose waves (and back again) with ease. Each product is designed to increase hair volume while reducing styling time.

“It’s thrilling to launch a line of hair care products truly worthy of the MISS UNIVERSE crown,” says Paula Shugart, President of the Miss Universe Organization. “We love having CHI as a pageant sponsor, and this new venture is another way for us to empower women together.”

The MISS UNIVERSE Style Illuminate by CHI line encompasses both styling products and tools. The styling products include: Work Your Style Flexible Hair Spray, Rock Your Crown Firm Hair Spray, Restage Dry Shampoo, Spotlight Shine Spray, Set the Stage Blow Dry Spray, and Moringa & Macadamia Oil. The styling tools include a curling iron, hair dryer, flat iron, and volume iron.

“It’s really a perfect match between two companies,” says Aaron Spiegeland, Vice President, Brand Strategy and Licensing, Parham Santana, who has been assisting with the line introduction. “We can’t wait to see all those standout packages at ULTA, and we know consumers will be excited, too.”

ABOUT PARHAM SANTANA

Parham Santana (www.parhamsantana.com), The Brand Extension Agency helps national brands extend and restage in the retail world. Positioning and brand extension strategies for clients have guided long-term multi-billion-dollar retail programs for thousands of products at major national retailers in every channel of distribution – including Walmart, Kohl’s, and Bed Bath & Beyond. Parham Santana’s clients are among the world’s leading brands, including Food Network, Better Homes and Gardens, Discovery Channel, and American Girl.

ABOUT FAROUK SYSTEMS, INC.

Farouk Systems, Inc. is a Houston based company that manufactures high quality professional hair care products. The company’s major brands include CHI® and BioSilk®. Farouk Systems was founded in 1986 by Farouk Shami with the mission of ‘Education, Environment and Ethics’ and now has more than 2,000 employees and product distribution in over 100 countries worldwide. For more information visit www.farouk.com

ABOUT THE MISS UNIVERSE ORGANIZATION

The Miss Universe Organization, a Donald J. Trump and NBCUniversal joint venture, is a global community empowering role models of beauty, health and leadership for young women of today. As part of the Miss Universe Organization, MISS UNIVERSE, MISS USA and MISS TEEN USA titleholders are dedicated to partnering with charities around the world, and to increasing awareness for HIV/AIDS and breast and ovarian cancers. For more information, visit: www.missuniverse.com.

This announcement was also featured on LIMA, License! Global