Hair and skin care: uncovering the trends at NACDS Marketplace

Drug Store News, August 4, 1997 by Lisa I. Fried

Advanced Research Labs has added two SKUs to the Thicker Fuller Hair line: instant thickening and shaping spray and nourishing shampoo and conditioner for permed or color treated hair. The system includes a shampoo and scalp cleanser, styling gel, a holding spray, hair-growth vitamins and a scalp scrub/massager.

Going high tech

Seizing the trend of multiple-benefit high-tech products, Belvedere is launching One-Une, which targets a unisex audience with a look and fragrance reminiscent of Calvin Klein's cKone. Positioned as a pro-hair care alternative, the new line features five styling products: Grip, a firm styling gel; shaping spray; extra-firm sculpting foam; volumizing spray gel and finishing spray, and three high-tech styling aids: Curl Out, an anti-frizz straightening balm; Thin In, a body and texture thickener; and Stylixor, a conditioning styler. Each SKU is priced to retail at roughly $6

Belvedere will support the launch with a consumer advertising campaign, an educational brochure, neck tags that explain the technological differences between products and trial-size neck hangers and sachets for sampling.

Omni Quartz Ltd., the Brooklyn, N.Y.-based distributor of Sergio Valenti-licensed watches, is branching into hair and skin care with products marketed under the Beverly Hills Polo Club license. The 14-SKU line, which is priced to retail in the $3.99 to $4.99 price range, includes three shampoos, two conditioners, four creme body washes, four spray liquid body moisturizers and a luffa scrub.

According to Louis Rosenbaum, executive vice president of Omni Quartz, "the two aspects that appeal most to the retailer are the formulations and our educational approach. The company that makes these products for us is a pharmaceutical-grade lab, and the company is a major supplier for some major professional/salon products. To help market the line, we have a brochure that's educational and includes samples of the hair care products."

A Canadian company with its sights set on the U.S. market is Upland Global Corp., a first-time exhibitor at NACDS Marketplace. (Its U.S. base is Minneapolis.) Among its offerings is its Replicator line of eight shampoos and conditioners, which are designed to be compared to salon brands, such as Nexxus, Paul Mitchell and Aveda.

Another hair care trend that surfaced at Marketplace was cosmetics for the hair. Los Angeles-based American International Industries, Long Island City, N.Y.-based Bio Cosmetic Labs and Orangeburg, N.Y.-based Irene Gari Cosmetic Solutions all had mascara wands designed to add color to the hair. (See story)

In hair care accessories, one new company, called Sassy Doo!, made its debut at the Marketplace show. Sassy Doo! president Dino Valentino, a veteran of the fashion hair accessories business, said his intention is to bring together fashion and "more margin" in the category.

Also new was The Brush that Thinks it's a Hairdryer a self-explanatory item displayed by The Personal Care Co., a first-time exhibitor.