BEAUTY CARE

Colomer relaunches Fanci-Full hair color line

BY Antoinette Alexander

NEW YORK Colomer USA has relaunched its Fanci-Full line of temporary hair color and has developed a new Web site.

The relaunch marks the first major update to the brand since its original debut in 1932.

The revamped line is a thicker, mess-proof formula that promises improved color results, added shine and enhanced hair volume. The new formula also has a fresh citrus fragrance. To give it a more modern look and feel, and to help it stand out among the sea of hair coloring boxes on the shelf, the 9-ounce bottle is dressed in a hot pink hue and features a custom cap.

Beginning in November, the company is promoting the relaunch with the tagline “Never Have a Gray Day,” and is targeting women aged 35 to 54. A new Web site is slated to launch later this week.

All six shades—Bashful Blond, Black Radiance (formerly Black Rage), Chocolate Kiss, Frivolous Fawn, Plush Brown and White Minx—are now hitting store shelves with a suggested retail price of $5.99.

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Colomer expands hair care line with at-home repair products

BY Antoinette Alexander

NEW YORK Creme of Nature, a Colomer USA brand, recently expanded its line of hair care products with two new treatments.

The Jojoba & Olive Oil Moisture-Active Deep Conditioning and Red Clover & Aloe Daily Breakage Relief treatments are at-home hair repair systems designed to be gentle enough for consumer use yet therapeutic enough to reverse the effects of daily heat, styling and weather-related abuse.

The treatments are to be used as the second step of a hair care system that begins with the use of Creme of Nature shampoos and conditioner.

“We are particularly proud of the development of these two treatments, which allow women to reclaim the natural strength and beauty of their hair in the convenience of their own homes,” said Shawn Tollerson, vice president of marketing for Colomer Multicultural Group.

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Opportunities abound to ‘man’ personal care segment

BY Antoinette Alexander

Men—especially young men who are more open to experimenting with products—continue to represent an opportunity for the personal care segment, and manufacturers are heeding the call by continuing to roll out “manly” products.

“Companies that wish to grow must focus on younger males—adolescents to those in their late 20s—because these individuals care more about their appearance and are more open to trying new brands,” stated research firm Euromonitor International in its most recent U.S. Men’s Grooming report.

Euromonitor estimated that by 2012, the men’s grooming segment in the United States will reach $5.3 billion, up from nearly $5 billion in 2007. This number includes men’s toiletries (bath and shower, deodorants, hair care and skin care), which are expected to increase to $2.9 billion by 2012. This compares with $2.6 billion in 2007.

“The change in men’s attitudes toward grooming products will be the driving factor behind this growth. The association with strong ‘manly’ brands, such as Axe and Old Spice, has already helped body washes gain acceptance within the mass market,” Euromonitor noted. “Meanwhile, the men’s skin care subsector has yet to reach its full potential.”

Retailers also are taking steps to meet his grooming needs whether it is through merchandising men’s grooming products in one designated area or, as in the case with one Duane Reade store in New York, cross-merchandising with such electronic accessories as headphones to bolster sales.

Unilever’s Axe, which has been a major player in the men’s grooming segment with its products that exude sex appeal, continues to bolster its portfolio. In September, it launched its newest fragrance dubbed Dark Temptation in a body spray and shower gel. The fragrance combines the aroma of chocolate with such gourmet scents as hot chocolate, amber and red peppercorn.

Meanwhile, Axe is entering the hair care segment starting in December with the launch of Axe Hair, a full line of shampoos, conditioners and styling products.

The hair care collection includes Messy Look Paste to give hair a just-out-of-bed look, Shaggy Look Cream and De-Glue Shampoo + Scrub, which features rock crystals and is designed to remove product build up in the hair.

For the holiday season, Beiersdorf is offering its Nivea for Men Head to Toe Holiday Kit. The kit includes an energizing face scrub, body wash, shaving gel and post-shave balm. The suggested retail price is $14.99.

L’Oréal is gearing up for the launch of a Men’s Expert product in early 2009 but, as of press time, it was too early to release details. The collection currently includes facial products for men of various ages, including the Circle Eraser anti-dark circle under eye moisturizer, Vita Lift SPF 15 anti-wrinkle and firming moisturizer with UVA/UVB sunscreen and Hydra-Power invigorating moisturizer.

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