NEW YORK — Trying to kill two birds with one stone can take a product launch to a whole new level. That’s exactly Maybelline-Garnier’s aim with the launch of Garnier Fructis, a hair care brand it hopes will shake up the sleepy shampoo and conditioner segment, as well as turn the Garnier brand into a U.S. household beauty name.

While Garnier Fructis, (pronounced Frooc-TIS) does have a tall order to meet, Garnier executives "are betting the ranch" that the 11-stockkeeping-unit hair care line will be as successful in the U.S. as it is abroad. Since its initial launch in France in 1996, Fructis has garnered competitive unit and market share in France, Spain, Canada and Mexico. To that end, Fructis is expected to reach a 5 percent dollar market share here its first year out, with the potential to become a 10 percent dollar market share brand moving forward. Garnier executives wouldn’t comment on Fructis’ sales potential, but industry sources expect the brand to generate more than $100 million in its first 12 months following the launch.

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