NEW YORK — Logics is taking a walk on the luxury side, shedding its “mass” feel for more prestige positioning and selective availability.

The professional hair care brand, one of several under the Matrix umbrella at L’Oréal Professional, has always been positioned as a niche brand. But beginning this summer, new packaging, formulas and a much smaller distribution are designed to re-create the brand in the eyes of the industry.

Acquired by L’Oréal USA in 2000 from Clairol, Logics hair care items have not received much attention over the years. The focus has been primarily on Logics’ back-bar hair color line, one that allows colorists to achieve a multitude of shades by mixing a core line of base colors.

“We knew we were developing the new Logics hair care line with entirely new formulas so [not paying attention to it] was almost a managed downsizing of the old Logics. It now has no relation to the old Logics hair care line,” said Deborah Marquardt, vice president of communications at Matrix.

Marquardt has high praise for Logics’ heritage.

“Logics has always been perceived as a jewel in the crown, a very precious boutique brand. We wanted to create a line from scratch that was worthy of the color line, ” she said.

Formulas address color-treated hair using Dual Net Affinity technology that uses two protective chemical nets, one that removes impurities from hair and another that enhances color and longevity. The formulas have UV filters to protect hair from the sun and heat-styling products.

“Logics is truly a natural fit for those known for color artistry. We are treating it like the special line that it is,” Marquardt said.

A Logics Shine Revitalizing treatment will be offered in salons to generate sales, too. A dedicated Logics Web site,, will steer customers to salons carrying the brand, answer hair color questions and offer a loyalty program for stylists.

Logics Color DNA System consists of eight items. There is a Clarifying Shampoo, to be used once a week to rinse hair of styling aids; a Color Nourishing Shampoo and Conditioner; a Leave-In Conditioning Protector; a Color Vitalizing Treatment Masque; a Shine Illuminating Serum; a Shaping Mousse, and a Creative Styling Spray.

This story first appeared in the June 16, 2006 issue of WWD. Subscribe Today.

Industry sources say the new Logics hair care line could generate as much as $12 million in first-year retail sales, based on distribution in 1,500 to 2,000 salons. A trade advertising campaign is planned, as well as aggressive in-salon promotions, education and merchandising efforts, which combined could cost nearly $1.5 million, according to industry sources.

Not all salons will fit Logics’ upscale positioning, with price points to match: Products will now retail between $20 to $25.

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