Specialty products take over the limelight

Drug Store News, August 5, 1996

Procter & Gamble's Pantene Pro V continues to dominate shampoo and conditioner sales, but a number of niche products are creating excitement.

"Hair care is an awful category to manage," said a category manager for a regional chain. "We can't complete against Wal-Mart [on price]." Consequently this buyer is cutting down the number of SKUs of Suave and White Rain in the planogram and devoting more space and support to brands like Aussie, Citre Shine, John Frieda and Alberto-Culver. "These higher-end brands are not bastarslized as much at Wal-Mart. It's net as much of a draw for them," the category manager said.

If Clairol has its way, the next hot hair care niche will be frizz taming products. Eyeing the success that other manufacturers, most notably John Frieda, have had with products for frizzy hair, Clairol is launching Frizz Control Tn October.

Clairol estimates that while 35 percent of women actually have frizzy hair, as many as 58 percent think they have frizzy hair.

Like John Frieda's successful Frizz-Ease line,Frizz Control will be a complete line of products. It will contain a hydrating shampoo, taming conditioner, high gloss serum, taming balm, restructuring mousse, and shine and defrizz refresher. Though other brands--including Aussie, L'Oreal Studio, Citre Shine, St. Ives, Frizz Tamer, Nutritonic, Lori Davis and Freeman--contain SKUs for frizzy hair, John Frieda has been the only manufacturer with a mass distributed, comprehensive brand of products--until now.

Currently sales of shampoos, conditioners and fixatives for women with frizzy hair are growing at a annual rate of 22 percent, according to Clairol, and the company thinks its new line will push that growth rate to 37 percent. "The niche could grow dramatically over the next few years if it's promoted right," said a hair care buyer at a national chain.

"I am curious to see the line," said a hair care category manager at another national chain. "There are only a few items out there for this. Clairol clearly recognizes a niche."

Here's more good news: women with frizzy hair use 29 hair care items per year, more than twice as many products as other women use, according to Clairol. And like John Frieda, Clairol is offering a line with higher retail prices. Frizz Control serum will retail for about $7.69 for a 2-ounce container. The other products in the line will retail for approximately $4.49.

Look for Freeman Cosmetics to also unveil new frizz taming products next year. "The frizzles segment needs addressing," said Larry Freeman, president of Freeman Cosmetics. "Our Botanical Shine Serum has been received well, and we are working on something [else] that will be unique." Botanical Shine Serum is designed to smooth frizzy and damaged hair and add shine. Freeman also offers Botanical Shaping Curl, which promises to control frizz while restoring bounce, motion and body.

In other niche hair care news, vitamin-based treatment capsules that repair split ends and damaged hair, eliminate frizzles, improve hair texture and add shine are continuing to generate growth for retailers. New capsules from Aussie, Freeman and Infusium have recently hit shelves. In September, Advanced Research Labs will release Vita-Shine vitamin polishing capsules.

Vogue International hopes to generate more attention for its Pro Vitamin capsules this summer by offering consumers a free mini-box of hair treatment capsules with the purchase of a bottle of Pro Vitamin shampoo.

Redmond Products hopes to increase sales of its successful Aussie 3 Minute Miracle conditioner by offering instant redeemable coupons and a new, more squeezable bottle. The company has also added instant redeemable coupons on Aussie Mega Shampoo, Moist Shampoo and Sprunch Spray.

In September, Redmond will release a television commercial about the new 3 Minute Miracle bottle, the first time the company has run television advertising for an existing product-rather than a new product. The commercial is part of a $10 million print and television campaign emphasizing core products.

Capitalizing on the growth of leave-in conditioners, Advanced Research Labs will launch Nutri-Vitalizers, one for fine, thin or limp hair, and the other for normal to damaged hair.

Alberto-Culver continues to improve its TRESemme line. The company just launched TRESemme Naturals, a shampoo, conditioner and leave-in treatment with vitamins and natural extracts. Each product is packed with 16 natural ingredients, including vitamins A, C and E.

The company also plans to : launch Natural Plus Body Shampoo, a cleanser for the hair and body. Details were not available at press time.

Electronic Hair Styling, which purchased Permasoft, Style, and Salon Style from Dow Brands last year, launched an aggressive advertising and promotional campaign for Permasoft in June. The $5 million-plus campaign positions Permasoft as a solution for hair that is damaged from perming, coloring and highlighting. It is the first marketing campaign for the brand since it was acquired by Electronic Hair Styling. Permasoft is handled by the company's Lamaur division.