ATLANTA — Shampoo makers are aiming to target more than blondes in 2004. More than Caucasians, too. They’re even looking beyond women, for that matter. In an effort to increase the hair care category in an environment that’s experiencing only brand trading, marketers are digging deep to tap the untapped consumer, and are discovering that brunettes, Hispanics and men could be the key to success for 2004.

Next year’s newest and most innovative hair care products were discussed among hundreds of retail and manufacturer attendees during this year’s ECRM hair care conference in Atlanta, held Oct. 27-Oct. 29.

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