L’ORÉAL PARIS ADVANCED HAIRCARE

With the launch of Advanced Haircare, L’Oréal Paris set out to do far more than just cleanse and condition its customers’ hair. Instead, the beauty behemoth set for itself the goal of changing consumer behavior and convincing them that a third C in the regimen—namely care—is an integral step in the quest for great hair. “The mass hair category has been fairly banal,” said Karen Fondu, president of L’Oréal Paris USA. “This is an opportunity to shift the paradigm.” To that end, the megabrand unleashed Advanced Haircare—a line five years in the making that was tested on 5,000 women and boasts more than 23 patents. Divided into Total Repair 5, Smooth Intense, Power Moisture, Color Vibrancy and Triple Resist, each of Advanced Haircare’s five sublines features a shampoo, conditioner and complementary treatment. With the help of a star-studded advertising campaign featuring L’Oréal spokeswomen like Jennifer Lopez and Lea Michele, Advanced Haircare was expected to generate a whopping $100 million in retail sales in its first year. The plan seemed to work, with the entire hair-care category posting sales gains after years of flat growth or declines. According to IRI, shampoo sales for the 52-week period ended May 19 in total U.S. multioutlets rose 2 percent to $2.6 billion and conditioner volume for the same period gained 6.2 percent to $1.8 billion. That’s called cleaning up.

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