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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.
This story first appeared in the August 8, 2008 issue of WWD. Subscribe Today.
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.
Privé, which is now privately held after splitting from P&G, unveiled its first two new products as a stand-alone company to supplement the Privé Formule Aux Herbes lineup. Flash Brilliance is an ultrafine spray intended to control frizz and protect hair from UV damage. It can be used on all hair types and is applied to dry tresses. The spray’s ingredients include balm mint, chamomile, lemongrass, jojoba and sunflower extract. The price is $19.50 for a 2-oz. bottle. Thermal Protection Detangling Spray is an on-the-go spray conditioner that is meant to penetrate cuticles to protect hair from styling damage. Key ingredients are bamboo and cactus. In salons it can set the foundation for a great cut. At home, users should apply the detangler to towel-dried hair before applying other products. Items retail for $20 a 6-oz. bottle. Privé Products are available in about 500 salons.
Stylist Jonathan Antin must have had his mind on the Green Goddess for his latest range, Green Rootine, a collection of cleansers and styling items free of synthetic chemicals, sulfates, parabens and petrochemicals. The three-item range includes Green Rootine Shampoo, Conditioner and Silkening Crème, which are formulated with ingredients including black cumin, aloe vera, shea butter, and oil of avocado, jojoba, olive and orange. Items are scented with spearmint. Packages alert consumers to the new formula with a note, explaining to them that the products “may feel different from what you’re used to” since formulas do not contain sulfates, a foaming agent, but that “performance is enhanced when the products are used together and regularly.” Green Rootine retails between $20 for the shampoo to $24 for the creme. Products launched in July and are available exclusively at jonathanproduct.com, Sephora and sephora.com through Sept. 1, at which point they will also be sold at Ulta and beauty.com.
KMS California, a salon brand under Kao’s Professional Products Division, is adding to its popular HairPlay styling line with four new products. There’s a new texture shampoo, which has been designed to deliver “two-day-old hair” right out of the shower, said Michael Crispel, a salon owner and hairstylist in Toronto, who is also part of KMS’s artistic team. There’s also Makeover Spray, a matte spray designed for in-between shampooing, that’s made with rice powder to absorb excess oils. Dry Wax is a powerful spray wax formulated to add dimension without a sticky feel. Then there’s Clay Creme, to help users define shape for strong hold for layered and short styles. HairPlay’s newest items launched last month to salons and sell for between $15.95 for the shampoo and $16.95 for the other items.
Alterna is taking color control to a whole new level with its new Color Hold Spray Leave-in Conditioner. The spray uses fennel seed extract and wasabi extract, as well as organic hemp seed oil and organic cranberry to help round out the formula. The new conditioner is available now for $20 at salons as well as Fred Segal Studio, beauty.com and Ulta stores.
L’Oréal Professionnel is continuing its efforts to upgrade its Series Expert franchise and has now built on its technology of Liss Extreme and relaunched the line as Série Expert Liss Ultime, a collection made especially to treat coarse hair. Items, which include a shampoo, a hair masque, a night treatment and an in-salon treatment, aim to smooth the cuticle layer, nourish hair fiber and provide protection from humidity. The line’s two new products — Liss Ultime Nuit, a smoothing night treatment, and Liss Ultime Power Define, an exclusive in-salon smoothing treatment — bring the brand into the night treatment trend and continue its drive toward providing a luxurious in-salon experience, respectively. Liss Ultime uses polymer AR, a double-action technology of argan and olive oils, and a shielding polymer to nourish and smooth hair. Products ship to salons in September and will sell for between $21 for the 8.45-oz. Liss Ultime Smoothing Shampoo and $35 for the 4.2-oz. night treatment.
Alfaparf Milano’s Semi di Lino Diamante range is launching an antiage line in September as part of the overall Diamante line, which contains diamond powder. The new antiage range includes three items, a shampoo, a conditioner and an in-salon treatment vial.