NEW YORK — Maybelline Garnier continues to combine natural elements with high technology as its positioning for new hair care items, arriving in stores now.
Garnier Nutrisse, the division’s leading hair color brand, is launching a new range, Color Breaks, one that looks to provide single-processed hair, or simply uniform hair, with a multidimensional look. Available in four shades, Color Breaks is a brush-on system to be used immediately following a color treatment or within 15 days of color. Kits have been made for blondes, dark blondes, brown hair and dark brown hair colors. “Natural is clearly something that is working in the marketplace right now,” said Cheryl Vitali, senior vice president of marketing for Maybelline New York/Garnier U.S., as opposed to chunking and bold highlights.
ACNielsen data showed that sales of Nutrisse grew 18 percent last year in food, drug and mass stores, excluding Wal-Mart, compared with the prior year, tallying up a 6.1 percent dollar share for the year.
Garnier Nutrisse also is doubling the amount of avocado oil in its formulas, and adding two new red shades, Hot Tamale and Spicy Salsa, and one highlighting red shade, Cinnamon Swirl. Reds, said Vitali, are very hot right now, and they are important to the Hispanic consumer, who comprises a big Nutrisse customer base.
Then, under Garnier’s 100% Color hair color brand, is an offering of four updated blonde shades. Sales of 100% Color, according to ACNielsen, are up 22 percent versus 2004, not including Wal-Mart. 100% Color launched in 2004 and was one of the top-five growing brands last year.
Each of the new hair color items will retail for $7.29.
Within Garnier’s Fructis hair care brand there’s a new range, Body & Volume, which will receive a shampoo, a conditioner and a Root Lifting Leave-In Treatment. According to Vitali, Body & Volume items contain weightless body boosters to help pump up volume without weighing hair down. The shampoo and conditioner will sell for $3.99, while the leave-in root lifter will sell for $5.99.
“In this country, one out of three women say they have thin, limp hair. We didn’t have anything directed to her,” Vitali said.
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Fructis, despite only being a few years old in the U.S., ranks as a leading mass brand. According to ACNielsen, Fructis shampoo and conditioner ranked fifth in sales for 2005, with sales of these items up 25 percent over the previous year. Overall, the brand garnered a 5.9 percent dollar share, with sales of Fructis shampoo, conditioner and styling items up 31 percent for the year.
Fructis also has launched a new item under its Sleek & Shine range, Leave-In Conditioning Cream, designed to tame frizzy hair. Two styling items also are shipping to stores, Pure Fix Gel and Pure Fix Spray, each formulated with invisible fixing agents to create a long-lasting, yet natural hold. The new styling items will sell for $3.99.