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The hair care aisle is being primed for a slew of new items, hitting mass stores in the first half of next year. The estimated $5 billion category, which is holding its own despite the economy, with flat sales in the styling segment and a 1 percent increase in shampoo and conditioner sales, is set to receive products that target everything from layers to waves to consumers seeking fuller hair. Some highlights include a sulfate-free range from L’Oréal Paris, one that might help the brand get a foothold on the category, as well as an entire line that addresses layers, complete with a snappy tag line that might inspire women holding onto their purse strings to try something new.
TRESemmé 24 Hour Body Collection
This story first appeared in the November 21, 2008 issue of WWD. Subscribe Today.
Defining characteristics: A range of prep, styling and finishing products created for women seeking voluminous styles.
Claim to fame: Items contain Volume Control Complex, a blend of polymers designed to block humidity for up to 24 hours.
Standout item: 24 Hour Body Sculpting Spray Gel has a trigger that evenly sprays product over hair.
Availability and price: The range is available in March at mass retailers nationwide. Products are priced at $3.99 each.
* The name of the TRESemmé product Versatile Creme has changed to Weightless Creme.
Garnier Fructis Wonder Waves
Defining characteristics: A collection of shampoo, conditioner and stylers made with lightweight moisturizers to cater to wavy hair.
Claim to fame: Products contain a curve-enhancing polymer to help define natural waves.
Standout item: Wonder Waves Wave Defining Mousse has anionic and cationic polymers for wave definition and frizz control.
Availability and price: Wonder Waves arrives in mass retailers nationwide in January. Items will sell for $3.99 each.
L’Oréal Paris EverPure
Defining characteristics: A total of 11 items targeting three hair types. Formulas are sulfate-free, specifically made for color-treated hair. Shampoos and conditioners use an Anti-Fade System containing naturally derived surfactants to clean hair.
Claim to fame: EverPure will help keep color vibrant for up to 32 washes.
Likely inspiration: PureOlogy, L’Oréal’s sulfate-free salon brand.
Availability and price: Arrives at mass retailers nationwide in January. Products will retail between $6.99 and $8.99.
Shagg by Sally Hershberger
Defining characteristics: Shagg was inspired by the popularity of Shagg Spray, a styling item in Hershberger’s Supreme Head line, which launched last year. Shagg by Sally Hershberger is the first product line (shampoo, conditioner and styling products) that caters to layered hair.
Claim to fame: The tag line “What good are layers if all they do is lay there?” combined with formulas that contain rare polymers for lightweight styling.
Standout item: Outside of Shagg Spray, there’s Shagg Rocks Liquid Gel, which uses modified wheat protein to moisturize and hold hair in place.
Availability and price: Shagg has a six-month exclusive in Walgreens beginning in February. Products will sell for between $9.50 and $12.50.
Defining characteristics: A hair care and styling range formulated to protect colored hair and also address another need, such as volume or strength.
Claim to fame: Within items such as the conditioner, two chambers have been fused together to deliver two formulas at one time. “The key is that each of the sides in its own right are great formulas, but women don’t have to give up one benefit to get another,” said Rob Keen, director of marketing for Nexxus U.S. at Alberto-Culver Co.
Availability and price: Available in January at mass outlets. Products will sell for between $11.99 and $15.70.