Nexxus is updating its styling portfolio for the second quarter of the year, with six new products that have been designed to address a variety of hair trends and needs.
Widely considered the star of the new line is Sleek Memory, a straightening smoothing spray that is applied to hair and then used with a heat appliance to get straight, smooth results. Gina Lazaro, senior director of marketing for Nexxus Salon hair care, said studies showed that Sleek Memory resulted in smoother tresses with continued use, even before using straightening tools. Active ingredients in Sleek Memory include avocado oil and silk amino proteins.
For volume, there's a bodifying finishing mist, 360 Volume, which has a 360-degree rotating valve that allows the user to spray the mist from any angle, helping women "achieve great volume," said Lazaro. Key ingredients include panthenol and verbena extract. There's also a volumizing conditioner, Sublime Volume, which aims to detangle hair, as well as add volume. Active ingredients include panthenol, flax seed oil and linseed extract.
To address curls, there's Alluring Curls, a curl-enhancing styling elixir, designed to define curls and inhibit the effects of humidity. Key ingredients include marshmallow root, sweet almond protein and lavender and soybean oil. Also addressing curls is Gorgeous Curls, a curl-enhancing styling foam, which uses marshmallow root, lavender and soybean oil in formulas.
Finally, building off the success of its Humectress hair care business, there's Humectress Luxe, a moisturizing leave-in conditioning spray. Fortified with ceramides, coconut oil and honey extract, the leave-in spray aims to provide ultrahydration to hair.
All products will be available in food, drug and mass stores beginning in March. Prices will range from $9.99 for the 360 Volume mist to $13.99 for the Sublime Volume conditioner.
"What we have tried to do is provide a full product range that meets the needs of the sophisticated salon user," said Lazaro. Advertisements, which will begin appearing in April beauty magazines, will show visuals of hair and what products will meet its specific needs. Three different ads have been created, one for the curl stockkeeping units, another for the volume sku's and one for
Sleek Memory.Industry sources estimate the new styling products could generate as much as $30 million in first-year sales.
According to Information Resources Inc., Nexxus products generated $57.3 million in sales for 2007. Nexxus, which legitimately entered the mass market in 2007 — it was a highly diverted salon brand until then, and still makes salon-only products — was widely regarded as one of the biggest hair care innovations last year. It is sold in Target and CVS.
For its first quarter ended Dec. 31, Alberto-Culver Co., parent of the Nexxus brand, attributed growth to Nexxus, which experienced double-digit growth during the period, despite a slowing economy, according to V. James Marino, the company's president and chief executive officer.
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