BEAUTY CARE

Aspire brand’s new move

BY DSN STAFF

MANCHESTER, U.K. — Aspire Brands sold Bonne Bell and Lip Smacker last year and now has unveiled what it has been up to since then. The company launched ShampYou at Ulta Beauty. Thirteen different items can be blended together to make 144 different combinations as consumers pick and choose scents and benefits that best suit their preferences and hair types.

To view the full ECRM Beauty Report, click here.

ShampYou’s assortment contains four varieties of shampoo — ylang-ylang and bergamot; lemon and verbena; mimosa and jasmine; and juniper and mint — and eight SuperSerum shots designed to enhance the shampoos by addressing moisture heat damage, curl, volume, root and scalp health, and color protection for brunettes, blondes and red heads.

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BEAUTY CARE

Brands celebrate natural, textured hair

BY DSN STAFF

The confluence of two trends — products for textured hair and natural formulas — has put a lift in hair care sales. With the exception of styling products and hair colors, all other hair care categories are showing sales that are on the upswing. While some of that positive traction comes from new launches, a great deal is attributed to fresh merchandising and marketing campaigns.

To view the full ECRM Beauty Report, click here.

One of the most visible efforts to show off natural and textured hair products is illustrated at Target. Recently, two very prominent end caps starred natural and condition-specific choices. Under the heading of natural beauty, one end cap pulled together hair care from SheaMoisture, Carol’s Daughter, Miss Jessie’s and Camille Rose.

On the heels of its Love Your Curls efforts, Dove has kicked off #LoveYourHair. The campaign revolves around an 85-second short film, which challenges viewers to defy the conventional norms of hair wisdom by featuring women with a variety of hair textures, colors and styles expressing what they love about the way they choose to wear and style their hair.

The campaign is backed by a Dove Hair study that found that 86% of U.S. women believe that media and society put pressure on women to have hair that looks a certain way.

And of course by now, the industry has been moved by Sundial’s #BreakTheWalls campaign debuted in early April.

The first phase of the campaign includes a 60-second short film, a 30-second spot, various #BreakTheWalls digital and social assets and behind-the-scenes footage that highlight everyday women and beauty vloggers raising their voices to ask one simple question: “Why is our beauty not reflected in the beauty aisle?” With that as the direction, Sundial continues its efforts to bring new merchandising strategies to market.

Another example of the natural movement comes from Garnier’s Whole Blends, which garnered a half-page ad in the most recent CVS circular. The other half of the page happened to be devoted to another innovation — reverse washing. TRESemmé’s new Beauty-Full Volume collection is designed to work in reverse with conditioning as a first step.

There’s no letup in innovation surrounding oils for hair care, and it was a magic ingredient for OGX with its argan oil. OGX hopes to strike gold again, this time with strength and body provided by bamboo fibers.

L’Oréal also has a compelling oil story for dry hair with its Advanced Haircare Extraordinary Oil nourishing shampoo.

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Avalon Organics unveils natural design

BY DSN STAFF

BOULDER, Colo. — Hain Celestial worked with brand agency CBX to rework its Avalon Organics brand and freshen its positioning. Avalon Organics got its start back when organic personal care products were primarily purchased by well-educated, high-income females in their 30s or 40s with children, noted Gregg Lipman, managing partner at CBX. “Avalon Organics earned a reputation for offering the highest possible quality personal care products,” he said. “As the consumer has evolved, millennial and Gen X women crave an emotional connection ‘beyond organic.’ It was time to clarify Avalon Organics’ brand story for today.”

To view the full ECRM Beauty Report, click here.

“We did a wholesale change from the Avalon Organics brand’s previous look, although we did preserve important equities, such as the green bottle color,” said Rick Barrack, chief creative officer and founding partner at CBX. “When we tested the new look, we absolutely exceeded [consumer] expectations.”

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