Rusk has reformulated and repackaged its Sensories line with new botanical ingredients and aromas. According to Brooke Carlson, Rusk's general manager, the company wanted to highlight more of the brand's ingredient story on packaging to educate consumers about the benefits of these items used in the formulas. In addition to graphic updates, the bottle has been designed to be more ergonomic. "We had great formulas that weren't being promoted properly," said Carlson.
Hitting salons in July, the 26-item Sensories lineup includes shampoos, conditioners, treatments and body care that use passionflower, grapefruit, mandarin, jasmine and lavender in formulas. Designed to strengthen, smooth and protect the hair, formulas were created for all hair types. Retailing from $9.95 to $14.95, the items will be available in more than 20,000 salons worldwide, in addition to Ulta and Trade Secrets. Although executives wouldn't comment, industry sources estimate Rusk's new Sensories lineup could bring in $60 million at retail in first-year sales.
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