New Tresemme' items.

NEW YORK — Capitalizing on the success of its styling roots, Tresemmé this April is expanding deeper into the category. <br><br>A total of seven new Tresemmé styling items will arrive on mass shelves this spring, including two products...

NEW YORK — Capitalizing on the success of its styling roots, Tresemmé this April is expanding deeper into the category.

This story first appeared in the January 30, 2004 issue of WWD. Subscribe Today.

A total of seven new Tresemmé styling items will arrive on mass shelves this spring, including two products designed to create smooth looks, two for curly looks, two for firm-hold styles and one to create maximum volume.

Tresemmé, which makes both hair care and styling products, has shown disproportionately strong sales performance in its styling business, relative to the market, most probably because of its strong salon positioning.

Typical brands derive 28 to 30 percent of sales from styling products, said Cecile Booth of Alberto-Culver, but Tresemmé’s styling sales are closer to 40 percent of the brand’s overall volume. According to Information Resources Inc., Tresemmé generated sales of $90 million for 2003, excluding Wal-Mart, an increase of 2.6 percent. Tresemmé’s styling sales grew 15 percent for the year, while its shampoo and conditioner sales dropped 3 percent. Sales for the entire hair care category dipped 2 percent and sales for the overall styling category fell 3.7 percent.

Tresemmé lays claim to last year’s number-one-selling styling item, Tresemmé Tres Two Extra Hold Hair Spray, according to IRI.

Success in styling led to intense consumer research to uncover future opportunities for a new line.

“We discovered that [offerings in] the category are very traditional,” such as hair spray, mousse and gel formulated for all hair types.

The company also found that, despite the proliferation of makeover shows and how-to lists in magazines, many consumers still don’t know how to achieve a certain hairstyle.

The new Tresemmé line looks to change that. It includes Smooth De-Frizzing Moisture Gel, Smoothing Pomade, Volumizing Mousse, Curl Enhancing Mousse, Curl & Scrunch Hair Spray, Freeze & Control Hair Spray and Freeze Hold Shine Gel. Each targets specific hair types and also clearly labels how to use each product.

Prices range from $3.49 for hair sprays to $4.29 for the pomade.

Advertising plans include a print program, which breaks in June and July beauty magazines. The four-page ads will feature stylists explaining how to use products to get certain styles.