NEW YORK — Luster is making its first major launch in 15 years with a new unisex styling and maintenance hair care line targeting African-Americans and Hispanics.
You, as the line is called, is the result of three years of research and development with consumer groups in densely populated urban areas. Subsequently, You incorporates subtle fragrances, standout packaging and natural ingredients.
The line includes seven items. There’s You Grow, a blend of henna, nettle and burdock to help stimulate hair growth; You Gloss, a weightless instant gloss spray with shea butter, jojoba, and wheat germ for shine; You Control, a mousse; You Straight, a nonchemical thermal straightening cream; You 2-in-1, a shampoo-conditioner enriched with collagen and panthenol, keratin and protein; You Repair, a botanical-based deep therapy repair treatment for dry, damaged hair, and You Smooth, a lightweight smoothing gel to control frizz. You items will retail between $4.99 and $6.99 and begin shipping to Beauty & Barber stores Dec. 1. You enters Walgreens, its main distributor, in February.
You could generate between $5 million and $10 million in sales, based on this distribution, said industry sources. Luster, which also makes the Pink Oil Lotion, S-Curl, Smooth Touch and Short Look brands, looks to end 2005 with $50 million in sales.
The first seven You items are just the beginning of what’s to come under the brand, said Wanda Wright, Luster’s director of marketing. The brand also plans to enter the professional market.
Aside from an innovative ingredient list, You has eye-popping packages: bright red containers.
“We did this because it is urban and it had to be hot, something consumers would want to put on their dressers,” said Wright.
In a twist on advertising, Luster debuted ads for You in September magazines, such as Vibe and Essence, even though products aren’t due out to stores until December.
“We know it’s nontraditional but [You] was so out of the box” we wanted to take a risk, Wright said.
The twist apparently worked.
“Even Wal-Mart is calling for us now.”