Garnier expands retailers' hair color business

Drug Store News, Nov 19, 2001

Garnier Nutrisse hair color has a winning combination--a unique product, an ideal celebrity spokesperson and an impressive marketing strategy Those elements all clicked for Maybelline.Garnier to make it the REX winner for hair color.

What makes Gamier Nutrisse innovative, according to Karen Fondu, general manager, U.S. Maybelline.Garnier, is the fact it is the first permanent hair color in a masque that delivers exceptionally rich, long-lasting color with 100 percent gray coverage.

Because it contains nutritive fruit oil concentrate, Garnier Nutrisse has a pleasant fragrance (thereby eliminating a consumer complaint that hair color doesn't smell pleasant) and protects and conditions hair, Leaving it soft and shiny.

In addition to a winning product formula, Garnier found an ideal celebrity spokesperson in Sarah Jessica Parker. Last year's advertising introduced Sarah Jessica with a glamorous, baby blond mane called Sugar Cane #101. The second round of advertising features Parker's flaxen tresses being transformed into a

sophisticated and sleek light golden brown look called Brown Sugar #63. The powerful advertising campaign is linked with a strong promotion and public relations strategy.

Garnier Nutrisse has been a hit with consumers. In 1999, Garnier Nutrisse garnered a 1.1 unit share. Year-to-date in 2001, Garnier Nutrisse is at a 5.2 share. Part of this successful growth can be attributed to the fact that Garnier has attracted new users to the hair color category "This is particularly relevant since Gamier had very little awareness in the United States at the time of the launch," said Fondu.

In addition to building Garnier Nutrisse, this summer the company also launched Garnier Lumia, a permanent hair color creme that brightens natural hair color without dramatically changing it. Garnier Lumia is following a similar launch Strategy by signing Katie Holmes as a spokesperson.

What's next? "We will continue to maintain an aggressive advertising strategy and you never know what other looks Sarah Jessica may reveal," concludes Fondu.

RELATED ARTICLE: ELEMENTS OF EXCELLENCE

Delivers permanent hair color in a masque form

Delivers long-lasting color with 100 percent gray coverage

Has gained an impressive 5.2 percent share