All awash in dry shampoo
NEW YORK — Dating back to the 1960s with the launch of Psssssst, dry shampoo certainly isn’t a new concept. But the niche segment has been given new life with a string of new launches and enhanced formulas for today’s modern beauty maven.
In early 2010, TRESemmé introduced its Fresh Start collection, featuring the Fresh Start dry shampoo. More recently in 2011, several manufacturers have expanded the category, including Psssssst, now a Freeman brand, with a new version for wavy or curly hair that hit shelves in January.
In February, Henkel’s got2b brand unveiled its Rockin’ It collection, which includes its new fresh dry shampoo. In addition, Salon Grafix’s spring 2011 launches include a travel-size invisible dry spray shampoo.
The essence of specialty at CVS
Looking more like a shelf within Bath & Body Works than one you’d find in retail pharmacy is the Essence of Beauty endcap spotted within one CVS/pharmacy in New York. Essence of Beauty is available exclusively at CVS/pharmacy and online at CVS.com.
The attractive display encourages beauty mavens to indulge their senses with bath and body products available in such fragrances as Japanese Garden and Citrus Coconut. Aside from lotions and body mists, the display also featured body sponges. However, what was especially interesting is that Essence of Beauty gift cards also were merchandised on the display — again, an offering one likely would expect to see in a specialty shop.
The retailer also has established a solid Web presence for the exclusive brand, featuring an overview of what’s new in the collection. Visitors also can learn more about the fragrances and purchase online.
Macy’s acts on its beauty impulse
In an interesting twist, and undoubtedly a clear reflection of the blurring lines within beauty, Macy’s has implemented an open-sell concept of niche beauty brands inside select store locations.
By October 2010, Impulse Beauty had made its way into more than 50 Macy’s stores across the country. An additional 50 Macy’s stores are expected to debut the concept in 2011. Impulse Beauty complements the department store’s traditional beauty counters, and enables customers to shop beauty brands on their own and seek help from beauty advisers if needed.
The 1,000-sq.-ft. space showcases such boutique beauty brands as Bare Escentuals, Philosophy, Stila and Smashbox, many of which previously had not been offered in Macy’s stores. Impulse Beauty also features skin care and hair care products.