For the first time in more than two decades, Biolage, Matrix’s professional hair brand, is revamping its image.

This story first appeared in the March 28, 2014 issue of WWD. Subscribe Today.

According to Paul Schiraldi, general manager, Matrix USA, this is Biolage’s first major alteration since its launch in 1990.

“The brand has been doing well, but we felt after so long it needed a refresher, so we changed certain things but left others alone,” he said, adding that Biolage is the number-one professional American hair brand in the U.S.

The bottles, which have a new patent-pending shape and are now color-coded by product benefit, were designed to clarify the shopping process for consumers. Packaging also now features corresponding botanical-inspired graphics to match each line, i.e. ColorLast features the “fade-defying” orchid, while HydraSource has a “moisture-locking” aloe graphic.

“We learned from research that people needed a little more guidance in terms of understanding differences [among] ranges,” said Schiraldi. “As far as technology and formula, we left the majority of it the same and only restaged volume and color [lines] because there we now had better technology [than when they launched].”

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Biolage’s restaged range, which begins to roll out to salons next week, now includes 19 shampoos, conditioners and treatments. Priced between $16 and $19, the collection features five sublines: ColorLast, HydraSource, VolumeBloom, SmoothProof and CleanReset.

The classic Biolage botanical scent was left as is. Schiraldi said that the scent is so nostalgic for customers the brand will launch a scented candle as a gift-with-purchase in April.

With about 360,000 active accounts, Schiraldi’s goal is to add an additional 35,000 Biolage accounts in the U.S. over the next year, 20,000 of which he hopes will be from new salons.

“It’s all just about keeping the brand relevant and current, making sure the core is still excited; but appealing to a younger consumer that maybe we don’t have,” said Schiraldi. “We tend to index a bit more 35 plus, which is a great demographic, but want to make sure we are bringing in younger consumers in as well.”

Although the brand declined to comment on numbers, industry sources believe the updated Biolage range could generate $375 million in its first year at retail in U.S.

To promote the reinvention, Matrix will introduce an online diagnostic tool to help consumers analyze the condition of their hair as well as expand its educational portal for professionals, with the goal of increasing consumer online media via bloggers, sampling and couponing.