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Aveeno Expands Into Hair Care Category

Johnson & Johnson has decided it's high time for its star natural skin care brand, Aveeno, to explore new territory.

Johnson & Johnson has decided it’s high time for its star natural skin care brand, Aveeno, to explore new territory.

This April, mass market retailers will receive Aveeno Nourish+Hair Care Collection, a hair range consisting of seven shampoo-and-conditioner combinations, as well as a leave-in treatment.

The extension from skin care to hair care “is natural,” said Susan Sweet, vice president of marketing for J&J’s Aveeno Group.

“During our extensive research into our core consumer, we determined a need that wasn’t being fulfilled in the hair care category — effective, results-driven, naturally based and aesthetically pleasing products that effectively help to repair damaged hair.”

Leveraging Aveeno’s Active Natural technology, she said, was “the next natural step,” and has ultimately yielded the introduction of the Nourishing Wheat Complex, one that promises to help “bring damaged hair back to life in just three washes.”

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Aveeno, over the past 60 years, has become a force in the skin care world. It claims to be the natural brand trusted most by dermatologists and markets more than 70 products in face, bath, body, shave, lip and sun care. In the U.S., Aveeno sales well exceed $100 million in food, drug and mass stores, according to Information Resources Inc. The global brand is sold in more than 10 countries.

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Data shows that the hair care category could use some help. For the 52-week period ended Dec. 28, IRI shows shampoo sales are down 2.3 percent to $1.4 billion and conditioner sales have slipped 2.8 percent to $939.9 million in food, drug and mass stores, excluding Wal-Mart.

The Nourishing Wheat Complex lies at the heart of the hair care line, which is actually a blend of wheat germ oil and wheat protein to help replenish moisture by targeting the weakest part of the follicle and depositing the right amount of proteins. Aveeno’s complex, it should be noted, uses nonhydrolyzed protein, which J&J’s principal scientist for beauty Care, Saurabh Desai, said means that it is not soluble in water and won’t break down when washing.

The line includes Nourish+Moisturize shampoo and conditioner for dry and damaged hair. Clinical results after three washes with these items showed that 92 percent of women’s hair looked healthier and showed improvement in manageability; 92 percent of women felt their hair was more moisturized and 85 percent showed improvement in softness.

A Nourish+Revitalize shampoo and conditioner is designed to help protect hair’s moisture balance and repair everyday damage, and is gentle enough for color-treated hair. Clinical results showed that these items helped 92 percent of women’s hair improve in softness; 88 percent of women’s hair showed an improvement in moisturization and 83 percent of women’s hair looked healthier.

To boost volume there is the Nourish+Volumize shampoo and conditioner, which uses blue lotus flower. Clinical results showed that after three washes, 92 percent of women’s hair improved in smoothness; 88 percent of women’s hair improved in elasticity and nearly 80 percent of women thought their hair felt more repaired and looked shinier.

A Nourish+Soothe shampoo, which uses lavender and peppermint, addresses those with sensitive scalps. And Nourish+Condition Leave-In Treatment aims to add moisture. Products will sell for $6.49.

Marketing and advertising plans include TV, magazine and newspaper print ads, as well as Internet and out-of-home efforts.

Industry sources estimate the new hair care collection could generate as much as $30 million in first-year sales.

Sweet said, “We will also be conducting strategic grassroots and direct-to-consumer programs that will generate additional buzz.”