Salon brands raise ante in assault on mass market

Drug Store News, Sept 7, 1992

One of its hottest new items is Stiff Stuff Gel Juice, which shipped to B & B's in May, and is scheduled to cross over into retail in early 1993.

Modern Research also has a new Hot Creme which is one of the first deep conditioners to penetrate the hair shaft and enhance the balance between proteins and moisture in the hair. It's formulated to make hair lustrous and more manageable. It may reach retail in time for Back To School 1993.

Redmond has a new dual-purpose product coming out called Aussie Twin Fixx, a spray that can be used to style or to design and finish the hair. It can be used on either wet or dry hair.

The company has a new super hold Instant Freeze in a non-aerosol form and a new Custard Apple Shampoo that gives body to fine hair.

Redmond has been advertising its Aussie line m national women's magazines, and this fall the company will be doing a major freestanding insert for all three of its new items. A direct-mail campaign for 1993 is also under consideration.

Capturing more audiences

BSP Labs has a new line of "environmentally-safe" hair care products that alleviate frizzy hair. It's called Forget The Frizz, and it consists of a moisturizing shampoo, remoisturizing conditioner, frizz eliminator, curl enhancer, leave-in conditioning nourishment, alcohol-free hair spray and alcohol-free spray gel.

Demert & Dougherty - maker of All Set, one of the first of the pure salon lines to retail - is launching a number of new marketing initiatives designed to broaden the market for All Set and create new business for Demert and its retail customers.

The company is currently shipping a new All Set Spray Gel targeted to younger women as well, as a new 12-ounce pump - which is formulate to contain less volatile organic compounds.

Through its newly acquired Paula Payne Division, Demert is launching two new lines: Professional One Hair Sprays, targeted to women 35 and younger, and PermEssentials targeted to women 35 and women who perm their hair each year.

Professional One, like All Set, is a true salon line. It was born in a salon and it still sells in salons and beauty and barber stores for $5 a bottle. In mass stores, however, Professional One will retail for $1.99.

The PermEssentials line includes a unique new deep conditioner, 60 Second Sensation, that reportedly deep conditions the hair just as effectively as a 15-minute hot oil treatment.

Demert is testing a mix Of TV, print and radio ads now, and will introduce its finished campaign for PermEssentials in January. All Set will continue to have print support behind it, but Demert is counting on the price, package, formula and image to drive sales of Professional One.

Shine line

Advanced Research, which makes Citre Shine, is introducing a shine-enhancing hair care line for women with permed hair called Permashine.

It's targeted to approximately 60 percent of all American women who perm their hair, and it is formulated to treat dull, listless hair, which is a frequent problem for women who perm.

A major print ad campaign will be breaking shortly.