By  on June 22, 2007

Garnier Fructis, which launched in 2003, is out for a makeover. The number-two brand in hair care — behind Procter & Gamble's Pantene — has repackaged and reformulated its shampoo, conditioner and styling lines, about 50 items in total across eight subbrands. New items are rolling out now to stores.

According to Cheryl Vitali, senior vice president of Maybelline New York-Garnier, a division of L'Oréal USA, the new formulas focus on strengthening hair with active fruit concentrates.

Karen Fondu, president of Maybelline-Garnier, said Fructis has outperformed the category since its launch and that, for the most recent period, it is up 8 percent in sales compared with the category's 4 percent sales increase. New ads, which break next month, will emphasize Fructis' new technology.

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