NEW YORK — Biolage is catching on to the in-salon treatment craze. The $200 million brand has recently launched Cera-Repair Pro4, its first treatment formulated specifically for professionals. Pro4 uses a patented ceramide formula in combination with citrus, green tea and hibiscus. The 10-minute treatment is applied following a shampoo.

“We looked at the brand and did tons of research and found there is a huge equity in the brand regarding high quality and trust. But where we wanted to push it is in the professional business. We saw an opportunity in giving the stylists additional tools to cement their relationship with consumers,” said Francesca Raminella, vice president-general manager Matrix U.S., of the new in-salon treatment.

While Pro4 looks to boost Biolage’s image as a high-tech brand with stylists, consumers are being targeted with an at-home version, called simply Cera-Repair. The cream gel formula is less intense and is designed to be used once a week for five weeks, until the next salon visit.

Cera-Repair for home and salons is available in three different formulas. There’s Hydratherapie, for dry, damaged hair; Colorcaretherapie, infused with rosemary, hibiscus and chamomile to add shine to colored hair, and Fortetherapie, designed to strengthen weak hair with ginseng and mango.

Cera-Repair Pro4 and Cera-Repair are currently rolling out to approximately 50,000 salons nationwide. Pro4 prices range from $15 to $25, depending on the salon. Cera-Repair retails for $14.95 for five tubes.

Biolage will feature Cera-Repair in new permanent merchandising displays, organized by therapy.

Industry sources said Biolage could expect 2005 sales to jump between 10 and 15 percent, in part because of the new Cera-Repair treatment offering.

Biolage was launched in the Eighties as a scientific, high-tech brand, combined with botanical ingredients. It is the largest brand under the Matrix umbrella, which is a division of L’Oreal Professional. Other Matrix brands include Curl.life, Sleek.look, Color.smart, Trix and Amplify. Biolage competes largely with Paul Mitchell, Graham Webb and Back to Basics.

Biolage has refreshed packaging by introducing enhanced color codes on boxes to differentiate each therapy to professionals and users. Biolage still touts a vertical logo and its signature green leaf.

This story first appeared in the June 3, 2005 issue of WWD. Subscribe Today.

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