By  on July 23, 2010

The throngs of new products at Cosmoprof tended to center on a few scorching trends, including frizz-free items, gel nails and media partnerships. Below, some of the standouts in a sea of copycats.


ANTIAGING HAIR CARE: Following Ken Paves’ SelfHelp Collection and Redken’s Time Reset launch into antiaging hair care, Zotos International is leaping into the segment with an eight-item line called AGEbeautiful, hitting shelves in August. Zotos’ vice president of core brands, Bruce Selan, stressed the line would be a value-priced alternative at roughly $7.99 to $8.99. “This is not a line for the 60-plus. It is for the 30-plus because hair starts to age from 30 on,” he said. Selan added that Zotos, which he said experienced its “best first half in our history,” is also launching 28 shades of professional permanent hair color under the AGEbeautiful label as well.

ANTIFRIZZ SALON SERVICES: Salon Tech’s new Keratin Straightening System has three steps: an Activating Cleanser, Thermal Keratin Treatment and Keratin Concealing Mask. At a presentation on the system, Salon Tech national sales manager, Lee Ann McColl, said it addresses concerns about dry hair and hair loss with its ability to be washed out at the salon, and white clay, an ingredient that protects against heat. She declared the system gives off the least formaldehyde fumes on the market, but said the company will later release a fume extractor and a completely formaldehyde-free straightening system to eliminate those fumes that do exist.

ARGAN OIL: In what Vanessa Solomon, president of Colomer USA’s multicultural group, said is a first for the mass market, the Crème of Nature brand is this month introducing Argan oil in five products — Gloss & Shine Polisher, Replenishing Sheen Spray, Foaming Wrap Lotion, Gloss & Shine Mist and Intensive Conditioning Treatment — priced from $1.50 to $7.15. “What we are hearing from our customers is, ‘This is something we want, but we can’t afford,’” she said of the Argan oil products available to date.

GEL POLISH: LeChat Nail Care Products presented Perfect Match, a soak-off formula gel polish product, in six of its most popular shades to a packed Cosmoprof booth. Gina Dominguez, an educator for the Hercules, Calif.-based company, said the four-step application process takes six to 10 minutes, and one of Perfect Match’s main point of difference to competitors is price, which runs about $5 less than others on a wholesale basis. LeChat nail lacquers correspond with its gel polish colors for touch-ups.

MOVIE COLLABORATION: For holiday, nail polish specialist OPI Products Inc. is launching a collection of glitters and shimmers associated with the Sony Pictures film “Burlesque” starring Christina Aguilera and Cher opening nationwide Nov. 24. Bottles will retail for $8.50 and be sold across OPI’s distribution network that includes professional salons, Beauty Brands, J.C. Penney, Regis, Trade Secret and Ulta. OPI president and chief executive officer George Schaeffer said film partnerships lead to robust performance at the brand. “Alice sold out in less than 70 days, literally. We did millions,” he said, referring to a collection of polishes inspired by the movie “Alice in Wonderland.”

TV LICENSE: Under a licensing agreement with ABC, HairUWear is introducing a “Dancing With the Stars” collection of hair pieces and clip-in extensions in 12 colors priced from $10 to $49. Anne Buhrdorf, HairUWear’s director of marketing retail, said an infomercial featuring the collection is scheduled to premiere in September or October. A collection affiliated with a similar BBC program in the U.K., “Strictly Come Dancing,” will also be released.

NATURAL BEAUTY: Neuma, a hair care line containing certified organic extracts with the tag line “Beautiful Sustainable” marketed by the manufacturer Cosway Co., was unveiled at Cosmoprof with 23 stockkeeping units ranging from $18 to $60. Tommy Dionisio, vice president of Cosway, said, “There is a whole white space for something that marries health, sustainability and performance.” He singled out the line’s Argan Treatment, Moisture Shampoo and Moisture Condition products as its stars.

TAKE A SHOT: Continuing efforts to boost Bed Head’s shampoo and conditioner business, Tigi in September is launching Styleshots shampoo and conditioner for the brand in Epic Volume, Hi-Def Curls and Extreme Straight varieties, priced from $15.95 to $16.95. “They will start working on your end style in the shower,” said Lynne McNelis, Tigi’s vice president of marketing. In the Rockaholic brand, Tigi plans to build upon the success of Dirty Secret Dry Shampoo, which McNelis said is within Tigi’s top 10 products across all brands, with $19.95 Dirty Secret Dry Conditioner launching next month. “The [dry] shampoo helps get rid of your oil at the root level. What you will do is use the dry conditioner at the bottoms to contain fly aways and messiness,” explained McNelis.

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