Whether women are sporting poker-straight hair, rocking sexy beach waves or perfecting soft, elegant curls, it typically requires several styling products to achieve the look and lock it in place. These trendy looks are spelling a bump up in sales in the mass market and an onslaught of new products on shelves.
Sales of hair spray/spritz at food, drug and mass (excluding Walmart) rose more than 1% to about $422 million during the 52 weeks ended April 15, according to SymphonyIRI Group. During the same period, sales of gel/mousse climbed nearly 2% to about $649 million.
Manufacturers are looking to add volume to the market and help beauty mavens easily achieve their desired look by developing new products or introducing to the U.S. market brands never before available stateside. One example of the latter is British celebrity hairstylist Lee Stafford, who has brought his line of hair care products to the United States.
Launched in 2001 and available in more than 20 countries across the globe, Stafford’s line of hair care products recently launched at Duane Reade locations throughout New York City and at Ulta locations nationwide.
From shampoos and styling products to hair growth treatments, Stafford and developers have spent years crafting the line referred to as The Pink Range. The products are housed in signature pink packaging. With such names as Messed Up and Ruff As You Like It, each product is an example of Stafford’s signature edgy style. Driven by innovation, Stafford’s products, including newly launched argan oil products and the Hair Growth range, are at the front line of development.
Meanwhile, Henkel announced earlier this year the launch of its göt2b POWDER’ful back 2 bed texture powder. On the heels of the release of göt2b POWDER’ful volumizing styling powder, the new texture powder is a weightless texturizing powder that creates an effortlessly natural, tousled look in seconds.
Lornamead launched for 2012 its new Finesse Color Lock styling products, which offer a new advanced system to get longer-lasting color as part of a regular home styling routine. The line includes a Color Lock mousse and hairspray.
According to the company, Finesse Color Lock styling products contain a patented polymer system with water-resistant, film-forming properties. The polymer sets hairstyle and also helps seal in hair color pigments, allowing hair to retain up to 75% more color through repeated shampooing.
With the launch of new styling aids in the fall, and a limited-edition offering of a 40-oz. shampoo and conditioner, Salon Selectives is looking to continue to build on its heritage. Made popular by Helene Curtis in the 1980s and 1990s, Salon Selectives was the first salon-inspired brand available in the mass market and still features its signature apple fragrance. Today, CLT International Inc. owns the Salon Selectives trademark.
Meanwhile, Desert Essence is expanding its Coconut Hair Care line with the June launch of new styling products to help meet the styling needs of hair, from smoothing to defining curls and heat protection. All three products are 100% vegan and free of silicones, wheat and gluten.