Styling aids continue growth path

Drug Store News, April 7, 1997 by Liz Parks

A strong growth category

Revlon's Elayne McClaine, director of marketing for the company's Professional Products division, said that styling is going to continue to remain a strong growth category in the years to come.

"With so many consumers getting very versatile styles, there is a need for a wide variety of styling products," she said. "Consumers today use a regimen of styling products. Most keep at least two or three products for their everyday use."

McClaine also said that with so many women now using hair enhancement products, or using weaves in their hair, there is also an emerging need for products that can maintain both natural and artificial hair.

Revlon's LottaBody, which was introduced in late 1996 as a two-SKU line, has now grown to five SKUs. Its setting lotion is the No. 1 brand in the professional salon industry.

Revlon has also introduced a number of styling aid items into its Creme of Nature HerbaRich relaxer and maintenance line, including Shape and Shine setting lotion and Quick Shine hair polish.

Revlon has positioned the natural ingredient Creme of Nature HerbaRich line as conditioning aids that can be used on a wide variety of hair styles from Beehives through natural hair, on braids or on curly hair.

According to one buyer, Memphisbased Keystone Products has several strong items in the styling category including its Long Aid Curl Activator Gel, which is a leader in the curl activation category.

According to this buyer, sales are also consistently strong for several moisturizing, conditioning and styling products under the Long Aid brand including K7, Long Aid Nutrition, Long Aid Oil Moisturizer for scalp and hair and the Long Aid Bergamot.

Keystone also makes a wide variety of specialty items including a line of braid styling products: Better Braids spray, gel and shampoo;. It also makes a line of conditioning, cleansing and styling products under the Afrika brand, Wave Master, pomades and gel/sheen enhancers under the Long Aid umbrella brand and Mink Selection hair moisturizers and conditioners. One of its newest lines is Wrapture lotions and styling aids for women who wrap their hair.

J. Strickland introduced a medicated braid spray in late 1996 under its Sulphur 8 brand, as well as two medicated Sulphur 8 children's grooming products, a shampoo and a conditioner.