AUBURN HILLS, Mich. — Hair care brand Salon Grafix has officially announced the launch of its new Play It Big!, a collection of hair products.
Launching in early 2014, the new collection aims to set a new standard for daily glamour. Each product is enriched with a keratin protein complex to help strengthen hair while providing volume and body. Play It Big! hair sprays have a micro-mist diffuser cap that provides a salon-like misting application.
“Play It Big!’s daily regimen positioning could potentially increase the way a woman looks at using hair spray and boost the usage of the whole category,” said Lisa Yarnell, CEO of Continental Consumer Products. “Because of its keratin protein complex, women can now use a hair spray every day to deliver high performance and big results.”
The new collection includes three hair sprays and four dry shampoos with a hint of color. There’s the Play It Big! Touchable Hold Hair Spray, a volumizing hair spray that gives lift and hold while maintaining touchable flexibility; Play It Big! Shaping Hair Spray, which is a fast-drying hair spray that leaves hair manageable while also offering moveable body and styling hold minus the static; Play It Big! Firmer Hold Hair Spray, a super strong, anti-static extreme hair spray for long-lasting hold and humidity-resistant benefits minus the residue; Play It Big! Dry Shampoo, which is available in four shades — brown, blonde, black and clear. These waterless cleansers refresh hair and provide instant fullness, while also adding volume boost.
"We're very excited about this launch. According to IRI syndicated information, the sales of volumizing hair sprays are up over 7% year over year. This indicates promising growth potential," said Arnisha Hallett-Jones, VP marketing for Continental Consumer Products.
In addition, the company has a display and merchandising program for the launch. Newly appointed VP sales, Richard Cocco, stated, “We have exciting plans at the retail level for Play It Big! to ensure the launch is successful including in-store displays, instant redeemable coupons and ongoing support to keep the momentum going."