By  on September 7, 2007

NEW YORK — Redken has retrenched its Redken for Men line in an effort to better target guys' hair care concerns.

The revamped Redken for Men range features three new shampoos, a new conditioner and a new thickening spray. Originally, Redken for Men featured six shampoos and one conditioner when it made its debut in 2004. The objective of the relaunch is to narrow down the line into a more targeted offering.

The new products are designed to moisturize, thicken and purify or fight dandruff, because company research found that men were most concerned with these three areas.

"We're really streamlining the range and addressing those hair needs for men," said Lauren Consiglio, director of U.S. marketing, styling, men's and chain accounts for Redken. "Men visit the salon every four weeks — many frequent the salon more than women — so there's a huge opportunity to capitalize on these men."

The L'Oréal-owned hair care line launched last month and is expected to be rolled out to 12,000 U.S. salons by Oct.1.

Two products, Go Clean shampoo, 10 oz. for $9.95, and Finish Up conditioner, 10 oz. for $10.95, are designed to moisturize the hair, while glycerin in the shampoo is intended to moisturize the scalp as well.

The new products have "dual scalp and hair benefits," Consiglio noted.

The thickening duo features Densify shampoo, which is designed for scalp protection, 10 oz. for $10.95, and Bulk Up thickening spray, 5 oz. for $10.95. The thickening products feature so-called Thick Boost technology, which was not available when Redken for Men made its debut three years ago, according to Consiglio.

There is one purifying product, called Retaliate. It's a 10-oz. antidandruff shampoo ($12.95) designed to be used at least twice a week and meant to soothe the scalp.

"We wanted to help consumers identify exactly what was for them," said Consiglio, who noted packaging has been color-coded with vivid, metallic graphics. The moisturizing items feature a green bar, the thickening products have an orange bar and the antidandruff shampoo features a white bar. Finish Up conditioner has a green top so it can be quickly identified, Consiglio noted.While Consiglio wouldn't comment on sales projections, industry sources estimated the new products could combine to generate between $8 million and $10 million in retail sales volume in their first year on the market.

Even prior to the hair care revamp, sales of Redken for Men this year were running 10 percent ahead of last year, according to Consiglio.

Including the new products rolling out this month, the Redken for Men assortment includes 14 products priced from $7.95 for Cleanse Acid Balanced Bar to $13.95 for each of several styling products. There are eight styling products — Stand Tough, Work Hard, Get Groomed, Polish Up, Grip Tight, Maneuver, Hold Still and Disrupt — that are unaffected by the changes to the hair care range.

Redken's future plans call for five Redken for Men Invigorating products to reach salons in January. The Invigorating range will include one shampoo, two conditioners and two leave-in treatments.

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