Versatile 'dos shape styling product lineups

Drug Store News,  March 22, 2004  

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As it turns out, the saying different strokes for different folks applies particularly well to the hairstyling category. Depending on whom you ask, big hair is in. And curly locks certainly fit nicely into the trend of fuller, bigger hair. Yet, for many women straight hair is still the look of choice. Men--sporting both short and long hair--increasingly have begun using more hairstyling products to create more versatile looks, while cutting-edge teens and 20-somethings continue to embrace the revival of '80s punk in varying degrees.

Today's plethora of different hairstyles, which both women and men tend to customize according to occasion and individual style, spell good news for the hairstyling category.

The hairstyling category grew 1.2 percent to $51.6 million for the 12 weeks ended Jan. 25, according to Information Resources Inc.

Several vendors are beefing up their brand presentation in the hairstyling aisle and are launching lines that promise to meet all possible styling needs.

Last month, Garnier Fructis extended its reach to the hairstyling aisle from the shampoo aisle one year after introducing to American consumers its European, fruity acids-infused hair care brand. The 13-SKU Garnier Fructis Styling product lineup includes specialty products, such as Fiber Gum Putty, a soft, malleable fiber gel; Shake Effect Liqui-Gel, a gel that turns into a liquid when sprayed; Smoothing Milk, a smoothing serum to tame frizz; and Wet Shine Gel to give hair a wet look. Basic styling products, such as Super Stiff Gel, Curl Shaping Spray Gel, Curl Construct Mousse and Full Control Hairspray, round out the line. Each product retails at a suggested price of $2.99, and the line targets men and women.

Got2B, an edgy line of hair cleansing and styling products, has had success focusing on the needs of young trendsetters.

In November 2001, the brand introduced the extreme spiking styler Got2B Glued, which quickly became the No. 1 selling product in the 17-SKU line, as well as the No. 2 hairstyling product in drug stores nationwide, according to IRI.

After experiencing stellar sales with Got2B Glued, Advanced Research Laboratories, which German consumer-products company Henkle Corp. purchased in December, launched a complete line under the G6t2B Glued banner last fall, which includes Glued Rubber Spiking Cement, Glued Spiking Styling Spray and Glued Spiking Freeze Spray. CVS and Walgreens are supporting the introductions with a clipstrip of Got2B Glued Styling Spiking Glue in the hair care aisle.

Next month, Tresemme, an Alberto-Culver hair care brand, will introduce a new specialized styling line of seven salon-inspired products that target different hair categories: Smooth, Curl, Volume and Freeze Hold. Smooth includes De-Frizzing Moisture Gel for blow outs and Smoothing Pomade for control and shine; Curl includes Curl Enhancing Mousse to prevent frizz and Curl & Scrunch Spray for definition; Volume includes a Volumizing Mousse to add volume; and Freeze Hold includes Freeze & Shine Gel for maximum hold and shine and Freeze Control Hair Spray for hold. Tresemme, which bills itself as a salon quality line at mass prices, will retail each product for less than $5. Products range in price from a $3.49 gel to a $4.29 pomade.

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