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Building off of its successful Oléo-Relax franchise, Kérastase is launching Oléo-Relax Slim, a product duo designed to tame very thick, dry and rebellious hair.
This story first appeared in the May 29, 2009 issue of WWD. Subscribe Today.
Slim, which can be experienced in the salon via a $35 treatment, or at home with a Smoothing Cream and a Smoothing Masque, features cera-trioleum complex, a combination of three oils: apricot for nourishing, camelina for shine and pracaxi to protect hair.
Introducing the line to stylists has been exciting, said Shane Wolf, vice president of Prestige Professional Brands, a unit within the L’Oréal Professional Products Division, since the products have been formulated to provide instant results.
“It transforms hair immediately. You see results with the first use of the treatment,” he said.
The Oléo-Relax range, which addresses frizz, accounts for 20 percent of Kérastase’s Nutritive franchise — 41 percent of the overall Kérastase business. Industry sources estimate Kérastase generates about $150 million in U.S. sales, and that Slim looks to grow sales by 10 percent in the next year.
For at-home use, the masque is meant to be applied after washing with Oléo-Relax shampoo, and should be left on up to 15 minutes. After rinsing, the leave-in cream is applied. Salon treatments require a different protocol, with a professional grade smoothing cream and treatment applied to hair sections, with results that are meant to last as long as 10 shampoos.
Consumer feedback helped Kérastase design Slim, such as the cream’s flip-top tube.
“[Consumers with this hair type] are product connoisseurs. The testing of the product, the bottle shape, the fragrance, the feeling of it on the hands, came from responses of what these consumers liked and didn’t like. They are more detailed in their responses which goes to the fact that this market completely understands products extremely well. It’s almost like talking to a stylist,” said Wolf.
A Discovery Kit also has been created, which includes a full-size Crème Oléo-Relax Slim ($38), Masque Oléo-Relax Slim ($60), a special size 100-ml. Bain Oléo-Relax shampoo, as well as a detachable complimentary in-salon treatment card. The kit will sell for $98 (a $149 value) at salons and at kerastase-usa.com.
Slim launches to 1,105 Kérastase salons nationwide this weekend.