Put your money where your hair is. Across the board for 2003, cosmetics companies are betting on hair care, not fragrance, to jump-start lackluster sales. From mass market veterans like Clairol to prestige newcomers like Lancôme, it seems everyone wants a stake in the hair care game this year.

L’Oréal plans to launch a double-process hair color kit, which will retail for as much as $25 per box and provide an alternative to pricey salon treatments. On the tailcoats of its latest advertising and marketing campaign, Clairol will unleash a new technology called "copper blocking," designed to deliver richer, deeper color, and the Garnier Fructis shampoo and conditioner line will make its U.S. debut to rival Pantene.

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