NEW YORK — Creators of Jason, the all-natural, organic-based product line, are willing to make sacrifices when it comes to caring for the environment, but they don’t want consumers to do the same when it comes to styling their hair.
So they created the Natural Salon Hair Care line for those looking for functional and regime-based products, said Laura Setzfand, director of marketing for the company.
“When doing research, we found that most of the natural [hair care] products out there were good for scent, but they were missing things like a really good lather,” she said. Although Setzfand would not divulge first-year sales for the hair care line, industry sources estimate it could do as much as $15 million in its first year.
The paraben- and sulfate-free products in the line, which bow next month in Whole Foods stores, feature key ingredients such as kiwi and apricot extracts to create volume; rosewater and chamomile for maintaining a healthy scalp; plumeria and sea kelp for moisture, and mint and rose for an intense moisture treatment. Each ingredient makes up a separate hair system within the line and features a shampoo, conditioner and styling product, such as mousse or leave-in conditioning spray. Prices range from $7.50 to $9.
There are also five aloe vera- and bergamot-based styling products: medium hold styling gel ($8.50), texturizing cream ($10), finishing spray ($8.50) and shine spray ($8). A citrus and mandarin gel wax pomade ($10) rounds out the line.
Setzfand said the brand, which has been around since 1958, will target the Whole Foods store consumer known as “foodies” because they are more apt to buy natural foods and not products for the body.
“We are working with Whole Foods to execute a large sampling effort to target the mainstream market,” she said. These areas include New York, Los Angeles, South Florida and Chicago.