Styling products volumize hair sales

Drug Store News, July 17, 2000 by Andrea M. Grossman

ThermaSilk is also pumping up its styling product portfolio. Specifically, the new Shine & Hold Gel offers a lighter hold compared to the existing ThermaSilk styling gel and contains gold mica flecks to maximize light reflection and bring out maximum shine. Firm Hold Shape and Hold Sprays offer the versatility of a two-in-one product and provide a firmer level of hold than the existing Shape and Hold Sprays. ThermaSilk is also launching three heat-activated products: a Daily Clarifying Conditioner, a Split End Repair Treatment and a Weightless Frizz Fighter. Over the next two years, Unilever--ThermaSilk's parent--looks to support the brand with $100 million in focused marketing initiatives, including extensive support for new product introductions. The company is also committed to targeting the Hispanic segment, a demographic it considers "a strong secondary target market."

Alberto-Culver, a formidable player in hair care, is launching four alcohol-free styling gels. Two sport herbal scents--freesia and raspberry--and tame frizzy hair and provide maximum styling control. Each will retail for $2.29 and begin shipping in Septmeber.