Mizani, the prestige salon hair care brand for textured hair, is slated for 29 percent growth in 2008, a strong double-digit projection on the heels of 33 percent growth in the prior year.
According to Maria Cerminara, vice president of marketing for Mizani and L'Oréal Technique, growth this year will be driven by increased distribution, as well as by a new in-salon treatment targeting dandruff and sensitive scalps. Last year's increases were due to additional distribution — Mizani is sold in approximately 20,000 salons in the U.S. — as well as an in-salon high-conditioning process, Butter Blend, and a smoothing treatment for curly hair, Thermasmooth. Other 2007 milestones included new imagery and more education, such as a 40-minute DVD for stylists, a first for the firm.
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