Color - new hair coloring lines from L'Oreal, Clairol, Garnier, Revlon - Brief Article

DSN Retailing Today, Oct 1, 2001

It's a colorful world in hair care these days. In recent months, the coloring segment has taken hair by storm with a constant stream of product.

L'Oreal's newest brand, called Open, is targeted toward the 20-year-old demographic. Open is designed to deliver a vibrant, natural-looking color via a lowammonia gel formula. Hair care guru Clairol recently rolled out its new Herbal Essences hair color line, while also adding new bronze shades to its Hydrience hair color collection. Garnier, a division of Maybelline, introduced Nutrisse hair color last year, which retailers have regarded as a key factor in driving sales in the hair color category. Nutrisse is a permanent hair color targeted to women aged 30 to 35.

For those not wanting a full-blown color change but rather a slight kick in their natural color, Gamier unveiled Lumia Brightening Color Creme in May. Lumia is designed to enhance the hair's natural color without creating a drastic change.

Even Revlon is getting back into hair color with the launch of its new brand called High Dimension. This permanent hair color--Revlon's first since its ColorStay brand in 1997--is designed to color a woman's hair in 10 minutes. It uses a liquid crystal formula to speed hair color delivery, Revlon explained. Jeff Rubin, beauty buyer for N.J.-based Harmon Discount Stores, said High Dimension will fare well at retail as long as Revlon puts money behind it.