Mass hair care brands such as Samy and Organix are expanding their styling offerings this summer.
Both Samy and Organix have seen an increase in sales in styling products across food, drug and mass channels.
"People used to just use a gel, but now there's a lot of mixing and matching going on," said Melinda Wells-DeRocher, vice president of marketing, communications and product development for Samy Salon Systems.
Samy is adding a mousse, thickening crème and thickening spray to its Fat Hair 'O' Calories collection, which launched exclusively at Walgreens earlier this year. Designed to thicken and strengthen hair, the three products will launch in July.
In February, the company also opened Samy Style Beauty Lounge, a 3,600-square-foot flagship salon, on Lincoln Road in Miami. The company plans to open about six salons across the country over the next three years in locations such as Coral Gables, Fla., and south Miami.
"We feel that the salon is another building block in the marketing of the Samy brand, and being located right in South Beach makes the salon a destination," Wells-DeRocher said.
The company has also hired celebrity stylist Roque as salon spokesperson and creative director.
With more than 32 products, Samy is sold in roughly 35,000 stores in 12 countries. The company is focusing on international growth through retail distribution in countries such as Australia, Germany and the U.K. Industry sources estimate Samy will be a $75 million retail brand by year's end.
Vogue International, another manufacturer focusing on styling, will expand its Organix hair care line into the styling and treatment categories this summer. Last month, Vogue launched Organix hair care in food, drug and mass stores. The brand features five sulfate-free collections made from organic active ingredients such as mango citrus oil and egg white protein.
"We're going in a different direction than many companies with a back-to-basics approach," said Ross Reback, executive vice president of Vogue International. "We wanted to get away from overprocessed chemical products."
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