By  on December 27, 2013

After L’Oréal Paris’ sales contributed an estimated 75 percent of the overall growth in the hair-care market last year, largely stemming from its amply-marketed Advanced Haircare launch, the brand is delving deeper with a new styling line.

Similar to its predecessor, Advanced Hairstyle, rolling out on Wednesday, is a performance-oriented collection designed to shift the paradigm, this time of the styling category.

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“We want to encourage women to think of styling products as less of a commodity,” said L’Oréal Paris president Karen Fondu. “When it comes to styling, we know the three things women are looking for are: products that hold their style well, help them achieve a certain look and provide long-lasting results.”

To deliver those results L’Oréal included a new proprietary technology — comprised of micronized styling polymers — said to help a consumer’s desired hairstyle stay in place longer.

With 14 stockkeeping units, the line is centered on five modules — Lock It, Boost It, Sleek It, Curve it and TXT It — each said to deliver a different result. The collection features products like Elastic Curl Mousse, Iron Straight Heatspray, Tousle Waves Spray and three different hair sprays for varying degrees of hold.

Also like Advanced Haircare, Advanced Hairstyle is packaged in similar black-based bottles and has formulas that feature with Arginine-K Complex, a blend of amino acids and proteins also found in Advanced Haircare.

“When Advanced Haircare launched in January 2013, our vision was to disrupt the hair-care category by transforming how women care for their hair,” said Fondu, adding that the brand’s Advanced Haircare offering was a push toward a three-step regimen, with treatments as a key to the classic cleanse and care ritual. “Our ambition is to grow the styling market. It is currently fragmented and experiencing stagnant growth.”

Since the launch of Advanced Haircare, L’Oréal Paris’ treatment sales have gone to represent 22 percent of sales versus 10 percent in the category. In 2014, the franchise will be expanded with the launch of two new modules designed to tackle lack of volume and extreme damage.

Although the company would not reveal sales information, industry sources estimate the new styling line would have a similar impact as the Advanced Haircare range, which is estimated to have generated $100 million in sales in its first year at retail. Because the styling category is approximately one-third the size of the shampoo/conditioner and treatment market, industry sources expect Advanced Hairstyle to produce sales of between $30 million and $35 million in its first year at retail.

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