MILAN — Burgeoning Italian beauty brand Collistar has enlarged its presence with new hair care products.
Special Perfect Hair is divided into four minilines focused on different hair problems: Nourishment and Luster, Volume and Vitality, Straight Effect and Anti-Hair Loss Special for Women.
The 12-stockkeeping-unit line launched in Italy this month with a roll-out planned for Europe, Switzerland, Russia and Saudi Arabia through the end of March.
Italy alone will carry the hair care line in 2,500 doors and points of sale outside that country are expected to hit 1,100.
“We decided to add the hair care line because it was one of the last market segments we hadn’t entered yet, and we are happy with the quality and mix of the product and its packaging,” said Stefania Cuzzeri, senior product manager of Collistar’s hair, body and aromatherapy lines.
Cuzzeri said she expects the line to “blow away” other perfumery brand competitors hair lines because of its competitive pricing and formulas.
“Our prices are aggressive, especially coupled with the discounting that is taking place in Italian perfumeries today,” said Cuzzeri.
Shampoos in the Special Perfect Hair Line are expected to sell for $11.80 at current exchange rates, while the masks are expected to retail for $17.70. The anti-hair loss revitalizing vials are the line’s costliest product, with an expected retail price of $128.50. Cuzzeri said the line’s prices could be up to 30 percent less in Italy under the discount Italian perfumeries currently offer their customers.
Though Collistar has plans to add further extensions to the line, Cuzzeri said the company would try not to position its hair care products in a styling category.
“We plan to create diffusion products for the line, including products for oily hair, delicate hair and men’s hair, but we will never do anything like gels, color intensifiers or sprays — that’s not how we want the brand to be positioned,” said Cuzzeri.
Special Perfect Hair marks the seventh line for Milan-based Collistar. The company has already established color, skin care, body, sun, aromatherapy and men’s skin and body care lines.
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Special Perfect Hair is expected to generate $13.1 million in retail sales its first year.
Cuzzeri said the last market segment the company had not penetrated was fragrance.
“We have gone from strength to strength as a company so we think we are strong enough to consider fragrances and want to work on it soon. The fragrance arena will be difficult but we believe we have something to offer,” said Cuzzeri.