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As the antiaging hair trend continues to balloon — particularly at mass — Nexxus is the newest hair brand to play ball.
This story first appeared in the December 14, 2012 issue of WWD. Subscribe Today.
Come January, it will introduce two targeted ranges: one for consumers with aging hair called Youth Renewal and one for those seeking both volume and moisture called Hydra-Light. Although the brand would not break out numbers, industry sources estimate both lines combined, which will be carried at more than 25,0000 mass retailers, select drugstores and supermarkets nationwide, could bring in between $30 million and $35 million in their first year at retail.
Youth Renewal is a line of five products designed to address eight visible signs of hair aging: volume loss, breakage, dullness, roughness, dryness, brittleness, unruliness and loss of color vibrancy. “With age, the hair is thinning in density and the actual strand itself,” said Kevin Mancuso, creative director for Nexxus, adding that the range combats this by nourishing hair with a proprietary complex made up of ingredients like vitamin E, wheat protein, keratin, essence of pearl and argan oil. The lineup includes a Rejuvenating Elixir, housed in a glass flacon with a skin-care-inspired dropper to control the amount dispensed. The item is said to reduce strand breakage, fight frizz and moisturize with glycerin, a humectant commonly found in antiaging offerings.
Within the collection, Nexxus will also introduce its first-ever dry shampoo, designed to absorb oil without leaving residue. According to David Rubin, marketing director for hair at Unilever, the dry shampoo is meant to keep hair fresh between washes.
“Dry shampoo is an interesting one particularly for this audience,” he said. “Women are shampooing less often as they age, which has a lot to do with coloring hair and how good shampoo and conditioner is for colored hair.”
Next is the Plump & Lift Blow Dry Spray, said to provide an 80 percent increase in volume and help hair stay smooth, while the Rejuvenating Shampoo and Conditioner are meant to gently cleanse while restoring hair health.
“The right shampoo and conditioner will give you the right kind of style,” said Mancuso, adding that both are silicone-free. “I’m a true believer that women should be going from routine to regimen. When you have a regimen and you approach this holistically, you will treat your hair the same way you treat your skin.”
The brand’s second new line is Hydra-Light, targeted at women over 30 with thin but dry hair. It has four products, including a Weightless Moisture Shampoo and Conditioner, which contain ingredients like coconut oil, deep sea minerals, antioxidants and nutrients.
“Hydra-Light ingredients are absorbed more in the hair. What isn’t used rinses off and what’s on the surface evaporates,” said Mancuso. “It moisturizes under the cuticle so hair isn’t weighed down.” The two styling products are Weightless Moisture Root Lift Mist and Leave-in Conditioning Foam, designed to boost volume and nourish hair.
“Women have had to historically make a choice between moisture and volume. The Holy Grail has been to create a product that breaks down that conflict,” said Mancuso.
Youth Renewal products are priced between $14.99 and $19.99, while Hydra-Light items range from $9.99 to $14.99.
Coinciding with the launches will be a “360-degree marketing campaign,” with a focus on education. “While the demographics are there, we are quite aware we need to educate women on the eight signs and how these products treat those signs and how you use them,” said Rubin, adding that the launch will offer “deeper levels of education both in-store and digitally.”