Nioxin has never claimed to regrow hair.
“We’ve always made sure the scalp has had a really great environment to encourage hair to grow at its best,” said Christina McCarver, Nioxin’s North American education manager.
But Nioxin is about to up its game to include hair growth claims with its upcoming Advanced Thinning Range.
“We have [created] a holistic regimen,” McCarver continued. “When [the products are] used in conjunction with minoxidil, the hair will grow back because the shampoo and conditioner actually cleanse the scalp so there’s no debris to harm the new hair that’s growing.”
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The line consists of four products: Scalp Optimizing Cleanser, which clears the surface area to make room for hair growth; Scalp Optimizing Conditioner, which helps minimize the appearance of thinning strands; Hair Regrowth Treatment for Women containing 2 percent of minoxidil, and Hair Regrowth Treatment for Men with 5 percent minoxidil.
“Minoxidil is a vasodilator, so in the past it was intended for high blood pressure and one of the side effects was hair growth,” McCarver said. “[Minoxidil] widens the blood vessels and opens the potassium channels so it allows more oxygen, blood and nutrients to the follicles.”
While information on hair loss gleaned online can be inaccurate, Nioxin is looking to educate consumers with its network salons and encourages clients to consult a stylist.
“It’s highly recommended to see a stylist so that [clients] have a consultation and pick out the right product,” she noted. “Or [consumers] can go online and we have a consultation tool on our Web site.”
The products, which are priced from $22 to $35, will be sold at Nioxin network salons and Ulta in March.
While executives declined to comment on financials, industry sources estimate that Nioxin Advanced Thinning Range could do $10 million at retail in its first year.