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.

As if there wasn’t already enough mass hair product on the vanity table, Lancôme joins department store pioneers Clinique and Origins in launching its Hair Sensation collection in March.

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