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Beauty Inc issue 03/21/2014

The proliferation of heat-styling and blow-dry bars has begotten a new star category in hair: Style extenders. Sales of dry shampoo, of which such products are generally a variation, were up 32 percent in 2013, according to IRI, with early adopters like TRESemmé, Suave and Dove driving sales. The newest twist are items that promise to extend the life of a blowout, be it for one day or two or until whenever you want to shampoo again. And therein lies the beauty for marketers: Such products create an extra step for consumers. “If there’s any
way to extend what you’re spending on blowouts, this is it,” says Marci Hackel of IRI’s Beauty Insight Team. “Even though it’s essentially replacing shampooing, it is being marketed as a styling regimen.”

This story first appeared in the March 21, 2014 issue of WWD. Subscribe Today.