NEW YORK -- Rogaine will soon have a cousin in mass-market hair care.
In April, Progaine, a line of shampoos and conditioners developed by Rogaine marketer Pharmacia Consumer Healthcare, will hit shelves in drugstores, mass merchandisers and food chains nationwide.
Progaine, which, unlike Rogaine, contains no minoxidil (hair regrowth ingredient), targets women 35 and older who define themselves as having fine or thin hair, a demographic group about 24 million strong, according to Pharmacia. The brand, which promises "thicker" hair, "fullness" and "more volume," consists of two shampoos, a conditioner, a two-in-one shampoo-conditioner and a volumizing root lifter. The offerings are billed as salon quality and are priced from $5.99 to $8.99.
According to Pharmacia, which compiled a category analysis using ACNielsen data, products that "define themselves as fine and thin hair care products" comprise a $545 million segment of "daily hair care" that as a whole is expected to grow 3 to 5 percent this year.
Pharmacia executives expect Progaine to garner a 10 percent share of this fine and thin category during its first year at retail.
Greg McCormick, vice president of marketing for Pharmacia Consumer Healthcare, doesn't consider brands like Pantene, ThermaSilk and TRESemme as being direct competitors. He said Progaine differs from such lines because it was designed "exclusively for women with fine or thin hair." Other products, McCormick contended, are geared toward women with normal hair.
Indeed the graphic design on containers is a deliberate attempt to capitalize on the existing brand awareness of Rogaine. Small print on the back of Progaine bottles say the "products...do not contain the regrowth ingredient in Rogaine," and larger graphics in the front read: "From the scientists at Rogaine."
During research for Progaine, Pharmacia found that "consumers believe 'this product will work because of what they [Pharmacia] have done in other areas of hair care,"' said McCormick, noting that consumers were referring to Rogaine.
Television commercials for Progaine will air in early June and print advertisements will appear in June issues of health and beauty magazines. Ads will mention womenshairinstitute.com, a Web site designed to increase awareness among women about fine, thin and thinning hair. Progaine signage also will be posted in dermatologists' offices. Additionally, single-use Progaine samples will be distributed in stores.
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
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@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
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With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)