By  on January 29, 2010

Prestige, masstige and mass outlets are set to receive some new hair care launches, lines that look to possibly drive excitement in a category where sales have been flat to “slightly down,” according to Jaime Schwab of Alberto-Culver Co. Here, the latest from Ken Pavés, HerCut and TRESemmé.

REAL HELP: Ken Pavés has made a name for himself within the hair world, and while some only connect him with Hollywood and that of “celebrity stylist” — with Jessica Simpson being among his closest friends and muses — those who have listened to what he’s preached through the years know that Pavés has his heart set on delivering what he can to the “real woman.” (He was, after all, behind HairDo, a line of affordable clip-in hair extensions that help regular folk look like the stars he styles.) That’s why Pavés is using the real women in his life, i.e., his mom, friends and niece, in an ad campaign to promote his latest launch, SelfHelp care of Ken Pavés, a hair care and styling line designed for color-treated, damaged hair. Formulas are sulfate-free and infused with coenzyme Q-10 clusters to help increase hair elasticity and strength as well as prevent aging and color fading, said Alec Batis, a beauty expert and consultant for the brand.

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