Karen Fondu: “Garnier’s overall dollar share grew to 10.1 percent, driven by the health and wellness trend, which has helped our nourishing hair color brands deliver on a result. 100 Percent Color did soften a bit, but overall, we had a good year vis-à-vis the whole market. There are no major new launches, just extensions into shade stories. Nutrisse is launching Nourishing Nutri-Browns, a collection of brunette shades formulated with a double shot of shine and conditioning to deliver up to three levels of lift on dark-colored hair. Also launching is Garnier Color Breaks, to give darker dimension to hair color in a brush-on system to be used immediately after coloring hair, or within 15 days of coloring.”
Charlene Sawyers, director of marketing, North America, for Clairol Retail Haircolor: “We are in the process of restaging Herbal Essences hair color and aligning it with Herbal Essences hair care. We are refocusing efforts on distribution, but are also excited about the megabrand. Consumers are looking for a solution to hair needs and they don’t think about hair care and hair color separately. Products will hit shelves in March and April. Hydrience will increase focus on the Hispanic consumer, who craves moisturizing color. That will happen this calendar year. Nice ‘n Easy and Natural Instincts are our core brands so we have restaged both. We have upgraded Nice ‘n Easy and made three blends of color in one step, like in the salon when they customize a color. Natural Instincts is a total restage with updated natural ingredients to protect hair from free radical damage. The new Nice ‘n Easy Color Seal Conditioning Gloss is what comes in the coloring kit. We are taking it out of the box. It is on shelves now and retails for $3.99.”
Maya Brown: “SoftSheen is launching seven new colors in the Dark and Lovely Fade-Resistant Rich Conditioning Color collection.”
Debra Dowd: “This month, Revlon launched ColorSilk Root Perfect for root touch-ups. Available in 12 shades, the line offers permanent hair color, designed to cover the roots through a sponge-tipped squeeze-bottle applicator. Also debuting this month is Revlon Colorist, featuring 26 permanent shades at $15.99 each. The line contains a permanent hair color along with a shade-matched Conditioning Colorglaze, a semipermanent formula designed to replace conditioner once a week. With enough product for six weeks of use, each shade restores color to the hair while conditioning it. Revlon Colorist will be supported by a multimedia advertising campaign which includes print, television, online and out-of-home. Print advertising will break in about 20 March magazines, while television advertising will break next week. There’s also Revlon ColorSilk Root Perfect. Available in 12 shades, the line offers permanent hair color designed to cover the roots through a sponge-tipped squeeze bottle applicator.”
Carol Hamilton: “L’Oréal Paris is relaunching Féria with a new conditioner, a new ampule and new shades. Ads will launch in April and May. The well-being trend has supported Natural Match, which has no ammonia and allows women to color more frequently.
There are no new brands for 2007. Our strategy is to focus on building our core pillars. When you proliferate too quickly, you have to discontinue shades and that creates a downward spiral.”