Garnier is gearing up for a busy second half with new launches in all three of the categories it plays in: hair care, styling and skin care.
Garnier Fructis, which recently scaled back on slow moving shampoo and conditioners items — such as a curl range — to better profile high-moving items, such as the Boost volume line, is launching a new sub-brand. Hitting shelves in July is Triple Nutrition, a shampoo, conditioner and treatment product that targets moisture-starved hair but with an aim to add life to it, not simply moisturize locks.
“The moisture segment within hair care is the largest with about 20 percent of sales,” said Maybelline New York-Garnier senior vice president of U.S. marketing Carolyn Holba. “While we have been a player, we wanted to bring more than moisture to the marketplace. Hair needs nutrition, too.”
Triple Nutrition formulas contain three oils — olive, shea and avocado — which work together and aim to nourish hair. The new range is packaged in emerald green containers, with a clear emerald green bottle for the shampoo so consumers can see the formula. The Dryness Reversal Treatment, a three-minute leave-in conditioner, is formulated with crushed apricot seeds to exfoliate the hair shaft. The shampoo and conditioner will sell for $3.99 each; the treatment will sell for $5.99. Within styling, Garnier Fructis, which ranks as the number-two brand overall for the category, saw an opportunity in hair spray. This month, Garnier Fructis Style launched four Anti-Humidity variants, formulated with bamboo extract for flexibility, fruit micro-waxes to seal out humidity and resin blends that serve as a UV filter. There’s a spray to provide ultrahold, one for sleek and frizz-free styles, a flexible hold item and a volumizing product. Sprays sell for around $4 each, and are also packaged in emerald green containers with black tops. Industry sources estimate Garnier Fructis — which is the second leading brand in all of hair care and styling products — generates a 7 percent dollar market share.
Triple Nutrition and the hair sprays will feature supermodel Bar Rafaeli in TV ads, which break this September. Garnier has featured Rafaeli in their European ads since January.
In skin care, Garnier said its Nutritioniste brand ranks fourth among competitors, after only three years in the marketplace. In July it is launching Ultra-Lift Pro Deep Wrinkle Night Cream, formulated with L’Oréal’s patented Pro-Xylane, a naturally derived raw sugar extract to penetrate the skin to restore elasticity and plump deep wrinkles. The cream will sell for $16.99. Nutritioniste is also building on its success of Skin Renew Anti-Puff Eye Roller, with a roller for the face. Also, the entire Skin Renew range will undergo a package redesign, which “plays up more of the radiance skin benefits it provides,” said Holba. The Skin Face Roller will sell for $12.99. Industry sources estimate Nutritioniste generates a 5.4 percent dollar share.
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