Hair styling tools ‘grease the wheel’

Oils that are rich in antioxidants and vitamins are not only becoming increasingly part of skin care regimens, but they also are finding their way into hair styling tools.

Whether it is Argan, moringa, macadamia or jojoba oil, incorporating oils into such hair styling tools as straighteners, curling irons or hairbrushes is a trend sweeping the mass market. Combining the two key hair products into one is bringing to life a new breed of stylers for those looking to bring some luster to their locks. Sales of hair appliances for the 52 weeks ended Jan. 26 were $785.4 million, down 5% versus one year ago, according to IRI.

For example, the Revlon Nutrifusion line consists of three curling irons and a multi-styling straightener, each of which are coated with moringa, macadamia and Argan oils. These oils help reduce damage and restore hair’s shine each time she styles.

There’s also the Infiniti Pro by Conair straightener, which includes two removable, Argan oil-infused strips to give hair a silky, smooth finish. These oil-infused hair styling tools no doubt speak to the “mixologiste” 2014 beauty trend recently highlighted by Mintel. Combining hot technology and marketing from more than one category, beauty brands are creating new combinations with new products, packaging, marketing and merchandise, Mintel stated.

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