Suppliers look to pump up flat sales with new volumizing hair products

Drug Store News, Nov 8, 2004 by Antoinette Alexander

Retro Hollywood glamour is taking on a chic new look as polished curls and sophisticated waves edge out the straight-ironed look this season.

The voluminous look is good news for hairstyling product manufacturers, who could see voluminous sales as women stock up on styling products.

According to Information Resources Inc. data, sales in hairstyling gel and mousse rose 3.9 percent to $249.5 million in drug for the 52 weeks ended Oct. 3.

IRI, which separates hair sprays and spritz, further stated that sales in that category slipped 3.7 percent to $141.4 million for the 52 weeks ended Oct. 3, but appeared to be making a rebound as sales for the 13 weeks ended the same date dipped only 1.3 percent to $34.3 million.

"Glamour is back," said Samy, a Miami-based celebrity hairstylist. "You are starting to see curls with more definition and more hair spray. Women want more height and are tired of the flat look. Gels and hair sprays are going to be part of the more glamorous look."

Samy recently introduced the Samy Salon System to select drug and mass merchants nationwide and will roll out additional products in early 2005. His new products will include shampoo and conditioner for hydrating, defining and amplifying curls, mousse, styling gel and hair spray. The suggested retail prices range from $5.99 to $7.99.

Todd Christopher, Vogue International founder, president and chief executive officer, is looking to revive limp locks by extending the company's FX/special effects collection, which targets teens, to include new Volume Booster gel, Volume Amp shaping spray and 3D Volume thickening serum. The products, which begin shipping next month, will be available in February for $5.99 each.

"The unstructured [curls] look will continue to be strong, and I see volume getting bigger, Christopher said.

Vogue International also has revamped and expanded its Pro Vitamin Intensives line to give it a more upscale look and feel and will see the collection move from the hair treatment category to the hairstyling category. The revamped line, which_ also will be available in February, includes a volumizing serum infused with vitamins for fuller hair The suggested retail prices range from $5.99 to $7.99.

Also, hairstylist Marc Anthony, whose hair care products include a collection designed to define curls and eliminate frizz, is expected to launch new products in the spring, but further details weren't available at press time.

And it's becoming increasingly important for hair care suppliers not to forget about men, who are becoming greater consumers of personal grooming products.

Looking to tap into that segment, Vogue International has created its first men's line, [ego] Trip. The line includes Hair Thickening shampoo, conditioner, lotion and volume spray designed for thinning hair, as well as Hard Bodied Sport Gel, Spiked Spiking Gel and Polished Shine Spray. The [ego] Trip products will be available in February for $5.99 to $6.99.

Meanwhile, basketball legend Michael Jordan is making an appearance in Rite Aid's aisles by way of the hair care set. Rite Aid became the exclusive retailer--until Feb. 1--of his new men's hair care line, Hair Jordan. The line includes two shampoos, conditioner, pomade, styling gel and shave oil. Prices range from $6.99 to $7.99.