NEW YORK — Terax, the Italian-born beauty brand that built its business on word-of-mouth advertising, aims to stop browsing shoppers in their tracks with an overhauled product line.
The newly formulated, newly dressed collection is slated to bow this May. The relaunch, which took nearly two years to complete, focuses on its core hair care items.
“We want to grab consumers’ attention in the store,” said Marco Musumeci, president of Terax, adding that the relaunch is aimed at winning over those unfamiliar with the brand. “We’re about healthy hair.”
The Musumeci family, which previously served as Terax’s U.S. importers under the name Terax America, acquired the company in June 2004. The goal of the acquisition, said Musumeci, was to update the brand — originally tailored for troubled hair — to better suit the American market.
That said, Terax soon will replace its stock white bottles with color-coded collections that include shampoo and styling items (navy), body care (mint green) and leave-in conditioners (light blue).
Original Crema, a core product in the line since its inception more than 40 years ago, is outfitted in a navy tube with pastel pinstripes and a crown logo. Crema Original is the only formula that has not been tweaked, save for its new “aroma-therapeutic” scent.
Each of the remaining 20 items in the line has been reformulated with more modern ingredients, said Musumeci. For instance, all products are free of sulfates and sodium chloride, and incorporate botanical extracts.
In a nod to Terax’s heritage, the items have adopted names of the originals, such as Terax LifeDrops leave-in conditioner and Terax Miele shampoo.
Musumeci noted that the company considered 117 shampoo formulas before settling on one with a thicker consistency and luxurious feel. “It’s a completely different experience,” said Musumeci of the formula. Each of the shampoos relies on Terax’s Gentlewash system, which is designed to cleanse without stripping hair of natural emollients.
Items range in price from a $12 styling gel to $48 for the 16.9-oz. Original Crema.
Musumeci would not comment on company sales, but industry sources estimate Terax is currently a $7 million to $8 million business, and that the relaunch could fuel sales by 50 percent over the next year.
Related Articles
You May Also Like
While Terax’s item count holds steady at 21 stockkeeping units, the company trimmed certain items such as its baby shampoo and a shampoo for naturally blonde hair, and added others, such as Terax Hydrate Botanica leave-in conditioner.
With one body care item in the line, Complete Shave shaving cream, and a scant five styling aids, Musumeci said there is an opportunity to grow both segments.
Terax is sold in 300 retail doors, including Sephora, and select Bloomingdale’s and Bath & Body Works stores, as well as Bliss, Blue Mercury and some 3,000 salons. The revamped line will begin rolling out to international markets — including Canada, Australia and the U.K. — in June. Terax has a minor presence in Italy, where prior to the acquisition, pharmacies accounted for nearly 90 percent of the business in the country.
The company’s marketing efforts rely on a public relations push, as well as Terax’s connection to Hollywood. Celebrities such as Madonna and Kate Beckinsale profess to be avid users.