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Maui Moisture Rolls Out Following Successful Soft Launch

Now owned by Johnson & Johnson, OGX answers consumer demand for fewer chemicals in hair-care lineups.

Imbued with success with its soft launch at Ulta Beauty, Vogue International is preparing for this month’s full rollout of its Maui Moisture hair-care range.

The Johnson & Johnson-acquired company that oversees OGX hair line, has hit upon a sweet spot on the market, according to retailers readying their shelves. More than ever, consumers appear to be scouring shelves for lines that are “free of” ingredients, especially sulfates in hair care. Maui Moisture formulas do not include parabens, sulfates, phthalates and mineral oils. It is also touted as gluten-free.

“I pick up every bottle [of hair care] and read if there are sulfates first and put it back if there are,” said Judith Engle, a shopper intercepted in the hair-care aisle in an upstate New York drugstore.

Engle represents what some view as a seismic change in the hair-care department with a shift from brands driven by celebrities or stylists. “We are on the forefront and leading the hair-care category to offer free of products more widely to consumers,” said Dana Paris, chief marketing officer of Vogue International.

Market research supports her claims. Kline Group reported the U.S. market for natural personal-care products has expanded 7 percent within the past year. Kline confirmed consumers are increasingly aware of harmful synthetic ingredients and as a result opt for products that are natural, or at least perceived to be void of certain chemicals and made with naturally derived ingredients.

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The lineup consists of 19 stockkeeping units, priced at $8.99 each, with industry sources expecting sales to exceed $70 million. Total distribution will reach about 40,000 U.S. doors. The Maui Moisture products are solution-driven and organized into six ranges, each one harnessing a different natural ingredient: Nourish and Moisture Plus Coconut Milk; Heal and Hydrate Plus Shea Butter; Anti-Breakage Plus Agave Nectar; Smooth and Repair Plus Vanilla Bean; Curl Quench Plus Coconut Oil, and Thicken and Restore Plus Bamboo Fibers. In addition to shampoo and conditioner, there are styling and treatment options available in each range, like the Nourish and Moisture Weightless Oil Mist for dry hair.

Paris added the removal of harsh ingredients is especially beneficial to consumers with course or textured hair — a market estimated to represent 60 percent of consumers. “Because Maui Moisture starts every formula with Aloe Juice and leaves out many traditional hair care chemicals, these consumers are drawn to nourishing properties of Maui Moisture.  Maui Moisture is formulated for all hair types including fine to course hair, and everything in-between.”

Paris expects Maui Moisture to attract shoppers who had been buying salon products or those who want naturally focused lines. “Our target consumer is always looking for better alternatives for her and her family,” Paris said adding they want fewer chemicals without sacrificing performance.

A major social media push using Facebook, Instagram and YouTube kicks off this month.

Johnson & Johnson completed its acquisition of Vogue International for $3.3 billion earlier this summer. Paris said in addition to building out offerings in OGX Hair, OGX Body and Maui Moisture, Vogue will be expanding into new categories in 2017.