Building on last year's reentry into the professional market with a range focused on color-treated hair, Logics is now expanding to accommodate other targeted hair needs.
According to Logics' consumer data, more than 60 percent of women over the age of 40 color their hair. This group, brand executives said, likely also receive additional hair services that adds further stress to their hair. The combination makes the over-40 set prime targets for Logics DNA Age Revitalize Nutrient Care, a line of shampoos and conditioners formulated to address hair that has lost color vibrancy and suffers from damage and dullness.
Logics DNA Age Revitalize Nutrient Care includes a shampoo and conditioner for three different hair profiles.
There's a shampoo and conditioner customized for normal to slightly dry hair, a duo for dry and damaged hair and a set for very dry and damaged hair. Products use the Dual Net Affinity technology found in the original Logics Color DNA System line that uses two protective chemical nets, one that removes impurities from hair and another that enhances color and longevity. The formulas have UV filters to protect hair from the sun and heat-styling products. For Age Revitalize, protein polypeptides, omega 6 emollients and hydraglycerine — the building blocks of hair — are also infused into formulas.
The beauty market is rife with antiage products, especially in the skin care category, stretching all the way into oral care. Several hair care brands have also acknowledged the trend, including Frédéric Fekkai and Alterna.
Elisa Delarm, senior director of marketing for Logics, said the items in the Age Revitalize range can be used with a consumer's existing regimen.
"We don't look for one unit in our line to do everything. We are seeing that people are buying products seasonally. The items are meant to be rotated into a color protective regime," said Delarm. "But this line is not exclusively for people with color-treated hair."
Age Revitalize will roll out to salons nationwide beginning in October, with a first-year goal of penetrating 5,000 doors. The original Logics Color DNA range, currently in 1,000 salons, looks to up its presence to 5,000 salons in the next 12 months, too. New styling products are expected for the original Logics range in October as well. Stylers will include a Blow Design Cream — a formula for fine normal hair and one for thick, coarse hair — that aims to smooth and magnify hair's shine. And, a Thickening Style Spray has been formulated to build texture. Back bar treatments have also been addressed with a Laminating Top Coat Translucent Gloss, a treatment that looks to provide intense conditioning and ceramide to help protect against fading. A Resurfacing Treatment Post-Color Rinse Out aims to help stop color fading.Prices range from $24 for shampoo and reach to $26 for conditioners. Styling products will sell for $18.
To support the launch, Logics, one of several professional hair care brands under the Matrix umbrella within the L'Oréal Professional Products Division, is sending sampler cards of the different formulas to salons the week products hit shelves. Industry sources said Age Revitalizing and the new stylers could generate as much as $15 million in retail sales in its first year.
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