Beauty cos. keep consumers awash in hair innovation

Antoinette Alexander

Every woman wants luscious locks, but these days it is largely about how she can get that just-stepped-out-of-the-salon look and feel without the salon price.

Manufacturers are heeding the call and rolling out for early 2010 solutions that offer first-to-mass innovation, naturally derived ingredients and moisture-rich formulas to help her look great without breaking the bank.

According to Information Resources Inc., for the 52 weeks ended Dec. 27, 2009, sales of hair spray/spritz slipped just shy of 1% to $406.3 million; hair styling gel/mousse slipped 1.86% to $626.8 million; shampoo decreased 1.8% to $1.36 billion (with shampoo-and-conditioner combo packs bucking the trend with a 40.24% boost); and conditioner decreased 3.69% to $906.1 million.

Among the newcomers for 2010 is Alberto Culver’s new TRESemme Fresh Start collection. Positioned as a first-of-its-kind is the new TRESemme Fresh Start waterless foam shampoo, which is ideal for normal to curly/dry hair. It removes oil without water and is formulated with aloe vera and witch hazel. The collection also includes TRESemme Fresh Start dry shampoo, ideal for normal to straight/oily hair. The formula is comprised of mineral clay and citrus extract. Also in the Fresh Start collection is a no-frizz cream and refreshing mist. The suggested retail price for each product is $4.99.

Alberto Culver also is launching for 2010 the new TRESemme Naturals collection and new products under the Nexxus brand. The TRESemme Naturals line includes Naturals nourishing moisture shampoo and conditioner, radiant volume shampoo and conditioner, finishing spray, and lightweight mousse. The shampoo and conditioners are priced at $4.99 each, and the styling products are $4.29 each.

New under the Nexxus brand is Lavish Body spray gel, Sleek Finish silkening lotion, Thermal Volume heat protection mousse and Humectress deep conditioner. Each product is priced at $10.55, except for Humectress, which is priced at $14.99.

Meanwhile, Garnier Fructis has introduced its new Triple Nutrition Extra Nourishing cream shampoo that has a suggested retail price of $3.99. The shampoo promises to go beyond basic moisturizing and actually nourish hair from the inside out. There’s also the new Triple Nutrition nutrient spray ($5.99) and the new nonaerosol, anti-humidity hairspray collection infused with natural bamboo extract ($4.11 each).

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