The professional hair care world is gearing up for a slew of new launches to excite consumers during the last half of the year. The latest products include several nighttime treatments from various L’Oréal Professional Products Division brands — namely Kerastase and L’Oréal Professionnel. Privé, fresh from its split from Procter & Gamble Co., has several new items under its herbal range; Alterna is breaking new ground — at least packaging wise — with a leave-in conditioner spray packaged in a container taller than a liter of Poland Spring water, while California’s hairstylist-to-the stars, Jonathan Antin, has a new “green” range for consumers looking to be gentle on their tresses — and the earth.
Kérastase Paris is joining the nighttime treatment trend with Noctogenist, an overnight remedy designed to restore softness to tresses. When tapping into L’Oréal’s Luxury Division, Shane Wolf, vice president, marketing at L’Oréal’s Prestige Professional Brands, uncovered that nighttime remedies account for between 8 and 12 percent of the market, and therefore saw an opportunity to expand Kérastase into a 24-hour treatment brand. There are two Noctogenist formulas available, one for thick, coarse hair (Sérum Nuit) and one for fine hair (Voile Nuit), each of which is infused with Nocto-Active, a technology that combines amino acids and a vitamin E derivative to restore and protect the hair. Voile Nuit’s formula also features ingredients to build internal hair fiber strength, while Sérum Nuit uses silk protein for manageability. Special care was taken to be sensitive to smell, said Wolf. In turn, Noctogenist has a light vanilla/lavender/eucalyptus scent, and formulas are fast absorbing so as not to leave residue on linens. Products launch this month and will sell for $65 each, a new price high for Kérastase.
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