Salon brands raise ante in assault on mass market

Drug Store News, Sept 7, 1992

A similar line is being introduced for ethnic consumers who frequently suffer from dry and damaged hair. This line is called Smooth Shine and it includes three items: a Leave-In Conditioner, a Shining Gel and a Shine Polisher.

Citre Shine is being supported with ads in the major women's magazines.

John Frieda, who introduced the item that invented the antifrizz category two years ago, Frizz Ease, has extended his first line into an entire family of anti-frizz products.

A Frizz- Ease shampoo and Five Minute Manager conditioner, shipped earlier this year, have been doing very well. Towne-Oller ranks the Five Minute Manager as number three in dollar volume for new items in the glaze segment of styling aids. The original Frizz Ease serum is still No. 1 in volume in that category. Now Frieda is introducing a new Frizz Ease mousse, gel and spray.

But in a move that may once again have a very dramatic impact on the styling category, Frieda, who has become one of the best known hair-dressers in the western world, is introducing his own signature line of hair styling products to the United States.

The line seems to have a unique benefit position, and in England where Frieda has been distributing it through his hair salons, it has become a to seller.

The key to the line is a $7.50 Thickening Lotion which Frieda says will bring to flat limp hair the same magic that Frizz Ease brought to dry, frizzy hair.

The Thickening Lotion will be advertised and promoted as a "Photo Session" product, and the ads will explain that Frieda uses it to "get instant results" when he thickens and adds volume to a model's hair just before she is photographed on a professional "shoot."