ST. IVES SET TO PUT SOME BODY TO ITS HAIR CARE LINES

Byline: Cara Kagan

NEW YORK--St. Ives Laboratories hopes to pump up the volume of its hair care business.
On Nov. 1, the company will ship streamlined and updated versions of its existing shampoo and conditioner systems to its 30,000 mass-market doors, while adding two new fragrances. "Most of our shampoos and conditioners have been in the same packaging for the last eight to 10 years," said Stuart Fine, vice president of marketing for the Chatsworth, Calif., company.
"It was definitely time to contemporize that," he continued. "We also found that certain versions were really not moving as fast as the others, so we have decided to eliminate them and introduce two new ones. In this environment, you can't be shelf hogs."
While company executives declined to break out sales, industry sources estimated that St. Ives, which markets eight shampoos sold with a corresponding conditioner for each scent, has a 4 percent share of the $2 billion mass shampoo and conditioner market, or $80 million at retail.
Sources expect the relaunch effort, as well as the two new fragrances, to increase St. Ives's overall hair care sales by 25 percent in the first year to about $100 million.
In November, Fine said, St. Ives will phase out four of its shampoo and conditioner sets--Apple Mint, Cream Rose, Henna and Keratin. These four sets comprise roughly 20 percent of St. Ives's hair care sales, Fine said.
The other four varieties--Jojoba, Aloe, Silk Protein and Papaya Plus, which will be reformulated and repackaged--represent about 80 percent of the company's hair care business.The packaging graphics have been updated, and the bottles are now taller and thinner, which, according to Fine, enables retailers to fit 50 percent more merchandise in the same space.
The company is changing the name of Silk Protein to Silk Pro-Vitamin to capitalize on the recent popularity of Pro-Vitamins as a hair care ingredient in such brands as Pantene Pro-V.
St. Ives is also trying to cash in on the vanilla marketing craze, kicked off by the 1993 launch of Coty's Vanilla Field's fragrance, with two new hair care systems, Swiss Vanilla and Extracts of the Rain Forest.
Like other St. Ives systems, the lines will offer 15-oz. shampoos sold banded to 15-oz. conditioners at a retail price of $3.69 to $3.99 for the pair.
For the introduction, St. Ives is offering retailers one free case of Extracts of the Rainforest, which contains six shampoo and conditioner pairs with the purchase of a case of Swiss Vanilla.
Consumer promotions will include a mail-in rebate for $2.99 with any St. Ives hair care purchase from March to May.

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