Specific needs propel hair care lines

Drug Store News, Sept 4, 1995

Products for color-treated/permed/damaged hair, lines that add volume and items formulated with vitamins are generating much of the product development in the pro hair segment.

"There is a huge market of people who perm and color treat their hair, and products that care for that are doing well," said Mike Puican, director of retail marketing for Alberto-Culver's professional division. To meet this growing need, the company has launched TRESemme instant hot oil treatment and TRESemme European Color Treated & Permed shampoo and conditioner.

The hot oil treatment, which doesn't require warming, is designed for women with glamorous styles, curls or colored hair, who need additional conditioning.

TRESemme's new shampoo is designed to cleanse the hair without stripping the color or relaxing curls. The conditioner is designed to maintain color and shine, and preserve resiliency without weighing the hair down.

After serving the 55-plus market for 30 years with its Fanci-Full rinse, Revlon is now targeting the younger set with its new Color Styling Mousse. The product is a temporary hair color product available in several shades.

Jerome Russell Cosmetics, which has had good success with its highlight hair color spray, is targeting teens with its new line of Punky Colour sprays, clip-on hair pieces and gel. Following suggestions from Walgreen, the company created a temporary Punky Colour hair spray, which washes out on the next shampoo. "Mothers were concerned about their kids walking around with these colors for too long," said David Jerome Marcus, president of Jerome Russell.

Retailers' speculation may be due to the mixed response they've seen towards the recent crop of color-enhancing shampoos and conditioners.

Consumers are disappointed with the performance of some of these products and are confused about which delivery system to choose, said category observers.

Responding to concerns

Redmond Products re-for-mulated its two-year old Aussie Intermissions Color Enhancing Shampoo this year after consumers complained it didn't lather enough. Redmond also added additional shades.

"Consumers are not used to working with a color-enhancing shampoo," said Muggs Lerberg, director of education, Redmond Products. "Its purpose is to clean the hair and add color. We have seen strong growth since the re-for-mulation."

Adding more body

Both Redmond and Advanced Research Laboratories are devoting a lot of attention to women who need more body in their hair. Redmond recently started running television and radio ads to promote its Aussie Real Volume Shampoo and Real Volume Leave-in Volumizer. The company just started shipping floor stands for the line.

ARL has added three more SKUs to its five-SKU Thicker Fuller Hair line: Intensive Conditioning Treatment, Thickening Style Mousse and Ultra-light Gel. In November and December the company will be offering free on-pack trial size bottles of the serum and the styler.

Eyeing Procter & Gamble's success with Pantene Pro V, several manufacturers are adding vitamins to their hair care products. "It's a transfer of the whole health fad," said Michael Santacroce, senior vice president and general manager of professional products retailing for Revlon, which recently launched vitamin-B based Salon Formula Hot Oil treatment.

Key Brands International, in Irwindale, Calif., recently launched the V One line, which includes shampoos with built-in conditioners and daily treatments. All products are formulated with 10 vitamins.

"The formula allows the shampoo to go in and break up and lift out the dirt and oil while all the vitamins and molecules are suspended and attracted to the hair shaft," explained Rob Wilson, vice president of sales and marketing for Key Brands. This month, the company will break a $5.8 million TV and print ad campaign featuring model Rachel Hunter.

Shaping up

Following on the success of Freeze It, the company has launched the Shape It line. It is designed for soft styles that require flexibility and a soft hold. It has also expanded its Vital Care line with additional sizes of its mousses and spritzes, and a new gel.

Due to the emergence of so many lookalike gels, the company has re-packaged its 16-ounce styling gels in taller European-style bottles.

Vogue International, in Tampa Fla, has launched its Pro-Vitamin hair treatment capsules. Eckerd was the first drug chain to test the line.