Two and a half years following its acquisition of Nioxin, Procter & Gamble Co. is launching new formulas and an education plan for stylists, both of which look to open the lines of communication between stylist and client on the sensitive topic of hair thinning.
This story first appeared in the April 22, 2011 issue of WWD. Subscribe Today.
But, first, P&G had to define what hair thinning is, the problem-solution Nioxin targets.
Indeed, the difference between hair thinning/hair loss and hair regrowth, both of which Nioxin does not address, is great. Nioxin, a cosmetic, is designed to give users thicker, fuller hair. According to P&G research, hair thinning affects three out of four people, more than the number of those who use hair color.
“A lot of clients had no overt signs but in their overall beauty routines they were noticing thinner ponytails and hair in the sink,” said Reuben Carranza, chief executive officer, P&G Salon Professional North America.
P&G identified three signs of thinning hair: poor scalp environment, fewer hair strands and finer hair strands.
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To address these symptoms, Nioxin has developed six regimens featuring tailored technologies for various hair textures, hair condition and whether hair is virgin or colored. Each technology offers a shampoo, conditioner and treatment which aim to deliver thicker-looking hair in 30 days. Stand-alone items include in-salon service Nioxin Scalp Renew Dermabrasion and at-home product Nioxin Scalp Renew Density Restoration Treatment, which aim to first treat the scalp, like a skin care product.
According to P&G, 70 percent of users noticed their hair looked more thick and dense after two weeks of using Nioxin. Clinical testing, the company said, has shown that the Nioxin Density Restoration Treatment is effective enough to help reduce hair fall (due to breakage and unhealthy environmental action) by an average of 54 percent.
To better inform stylists about hair thinning and Nioxin, P&G put together a panel of experts, including dermatologist Valerie Callender, celebrity stylist Jen Atkin and appearance psychologist and professor Stephen Franzoi. The panel, along with Nioxin executives, has compiled extensive education on thinning hair, including consultation sheets and a Nioxin System Selector Wheel to help trigger discussions with clients about hair thinning and which products would be best for them. Product information videos have been created to help educate stylists on what thinning is, while seminar workbooks will be available to reference following educational training. Trained stylists will receive official Nioxin diplomas and certificates. A June and July rollout of the information and new retail displays are planned for North America.
Carranza said that Nioxin is the number-one brand in the professional market in North America in market share, with an 80 percent share, is carried at 30,000 salons and beauty stores throughout the U.S. and is available in more than 40 countries and 70,000 salons and stores worldwide.
“Nioxin has the potential to be a $1 billion brand,” Carranza added, but, “Most hairdressers were not prepared to engage in the conversation and had a lack of the practical tools and approaches to engage the client to reinforce their authority. It’s not only an opportunity but our responsibility as the market leader to address this. We need to arm them with a solution that the client can walk away with.”