Joico is offering Baby Boomers a solution when it comes to reversing the signs of aging hair (thinning, breaking and dullness) with its new antiaging Renu Age Defy Hair Care system. The system is designed to reduce the rate of graying, while improving the overall quality of the hair.

Research from the company showed that over half of the 78 million women in the Baby Boomer demographic purchase antiaging products. According to Sara Jones, senior vice president and general manager of Joico and ISO (another hair care brand under Zotos International, which is owned by Shiseido), antiaging is a $27 billion dollar category.

“We found a niche since so many graying products address fiberage,” said Jones. “We thought to ourselves, why not apply skin care ingredients and use it in hair care.”

Launching in May in 3,000 salons, Renu Age Defy Hair Care system contains two separate regimens based on hair types — Softness and Manageability System for coarse and dull hair, and Fullness and Body System for fine hair. The line also features four styling and finishing products including a Controlling Crème, Bodifying Lotion, Volumizing Foam and Styling & Finishing Spray. In addition to reducing the rate of gray growth, the lineup is designed to protect hair from moisture loss and environmental stresses, strengthen hair follicles and nourish the scalp. Each of the products are infused with the Age Defi Complex, featuring active ingredients designed to reverse the signs of aging hair such as acai oil, ceramides, rice squalene, cashmere protein and keratin peptides.

Marking the first collaboration between parent-owned Shiseido and Joico, the company is launching Renual Serum, a hair treatment designed to reverse and reduce the amount of gray hair by stimulating the natural melanin production. The formula is composed of ingredients such as panax ginseng extract, designed to strengthen and stimulate hair growth; Japanese sansho pepper, which inhibits the development of gray growth, and hops extract, which helps keep the hair’s color.

“The formula restores the natural color by encouraging the growth of hair, improving the overall scalp condition and texture,” said Jones.

According to executives, testing showed that a reduction in gray hair and a gradual restoration of natural hair color can occur after a six-month period. The serum is also designed to be used as a preventative measure. Items in the lineup will retail for $22 for a shampoo to $40 for Renual Serum. Although executives wouldn’t comment, industry sources estimate that the Renu assortment will bring in more than $10 million in retail sales.

This story first appeared in the April 11, 2008 issue of WWD. Subscribe Today.

In conjunction with using the products, the company is introducing an in-salon hair treatment, designed to address all three dimensions of change in graying hair from color, texture and luster. “The treatment will help achieve longer coverage, while giving the hair a healthy shine,” said Jones.

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