Pantene executives envision a future filled with layered, chunky and piece-y hairstyles. Hence, Pantene Texturize, a new styling line designed to help consumers achieve a variety of textured looks.
“We are out there talking to consumers and women, understanding their unmet hair needs. We learned that about 25 percent are looking for that textured look,” said Seth Klugherz, brand manager for Pantene.
Celebrity stylists Danilo and Tippie Shorter helped Pantene pinpoint the products needed to construct a complete texture-yielding styling line. The result is seven items: a shampoo, a conditioner, Texture & Shine Defining Pomade, Sculpting Wax, Spray Wax, Moussing Foam Wax and Ultimate Texture Hairspray, which uses a quick-dry technology. All items will sell for $3.99 each, except for the Spray Wax and Moussing Foam Wax, which will sell for $6.49 each.
Industry sources expect the line to generate between $40 million and $50 million in first year retail sales.
Despite the deluge of styling products already on the market — the category is $1 billion and growing — Klugherz said Texturize will stand out from the crowd since it is not just a flash-in-the-pan response to hair trends.
“Women are always trying to create these styles, either with a gel or a hairspray or a pomade that they don’t necessarily know how to use. They are getting quite frustrated. Whether a specific textured style goes in or out, the desire to get layers and tousled styles is certainly here to stay,” Klugherz said.
Bright orange trim on white bottles will help differentiate Texturize from Pantene’s current styling mix. Formulas are different from what’s already on the market, too.
“When you play with them, you can see they are very fibrous — that allows the hair to bond at individual points, to mold and remold throughout the day,” said Klugherz.
Marketing plans for Texturize, which industry sources estimate will reach between $30 million and $40 million, include TV and print ads scheduled to break in January to coincide with the line’s launch into food, drug and mass stores. Ads will feature different texturized hairstyles, a departure from the usual Pantene model featuring long, straight brunette hair. An online marketing effort will also be slated to help target the 18- to 34-year-old consumer.