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.
Rexall format focuses on derm
Beauty junkies in Canada have a new option when shopping for products. A new format recently unveiled by Katz Group Canada’s flagship Rexall drug store chain is aimed at making its stores “an innovative health destination.”
The Rexall Healthy Living Pharmacy format features a combined skin care and beauty care department. The goal: to focus on derm versus just cosmetics.
The section, called the Derm Centre, is staffed by an expert skin care adviser and features a large assortment of high-end and mid-priced brands for healthier skin, along with a “Dermo Analyzer” that provides interactive skin analysis to help customers identify such potential skin issues as hydration and sun sensitivity. The tool helps derm consultants work with individual customers to create a customized skin care regime. The section also offers a “wet play station” to allow customers to sample products.
CVS proves it cares about beauty
CVS/pharmacy has expanded its highly successful ExtraCare loyalty program with the launch in January of the first-ever beauty club program for the retail pharmacy channel. The CVS/pharmacy ExtraCare Beauty Club provides ExtraCare cardholders, who register their cards, with additional rewards on beauty purchases and other beauty-specific benefits.
Members receive a 10%-off beauty shopping pass upon enrollment, $5 in ExtraBucks rewards with every $50 beauty purchase and $3 in ExtraBucks rewards on the member’s birthday, as well as special beauty offers throughout the year. Members also receive monthly email newsletters with exclusive coupons, tips from experts and new product information.
To access additional special offers and exclusive content, Beauty Club members are encouraged to find the Beauty Club’s dedicated Facebook page and follow the Beauty Club on Twitter.