By  on August 10, 2007

Every brand needs a standout product, one that consumers tell their friends about and which, on occasion, generates a rush to stores and eventual sellouts. Beginning in October, Kérastase is betting on a styling-treatment product called Ciment Thermique to elevate the brand to a level where Kérastase could soon be known as much for its styling capabilities as it is for hair care.

To date, Kérastase is often affiliated with the crème de la crème of shampoo and conditioners, one that's built a cult following for its range that's formulated to target a variety of hair care needs such as colored and dry hair.

The new item will launch under Kérastase's Resistance range, and targets weak, fine and aging hair, and is to be used after a shampoo, from root to tips. It is activated by heat.

As a styler, Ciment Thermique is designed to leave hair smooth and shiny. As a treatment, it is formulated to strengthen hair with Vita-Ciment Topseal, which combines technology that restructures hair from within while also sealing hair with a protective layer.

According to Kevin Scerbo, national training director for Kérastase, the new styler-treatment is designed to last up to five shampoos, but is even more effective if you apply heat. "We encourage clients to use a heat styler," Scerbo said. Because of Ciment's "tremendous styling properties, results are instantly tangible," he added.

Shane Wolf, vice president of marketing at Kérastase, explained that in order to make a big impact with stylists, the new styler is launching to salons without educational materials for professionals. Instead, stylists will receive Ciment in large quantities to use as samples "to build demand before the launch. We don't need the marketing component to tell the story. The results will tell the story." However, point-of-sale materials, a requisite for consumer education, will be distributed, explaining tips, techniques and the residual effects of Ciment after shampooing.

Ciment will retail for $34 and become the 16th styling product within Kérastase, and the fourth in the Resistance range. Kérastase is sold in nearly 850 salons in the U.S. and according to industry sources could generate as much as $50 million in wholesale sales to salons in 2007, a double-digit increase over last year. Ciment is expected to generate as much as $3.5 million in wholesale sales to salons, according to industry sources, its first year on shelves.

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