hair care: a growing market: hair care marketers get to the root of their customers\ needs.

Every year, Habi asks marketers what is new about hair care.

This year, it may be easier to ask what is not new.

Straight is OK, but curly hair is naturally OK.

The short and trendy ones are not longer and shiny hot. Some all-

Grays remain gray, but many women with fewer than 30% grays are looking for this dye.

If there is any trend in the hair care of 2004, it is the trend of polarization.

With an amazing array of options sorted out, it\'s easy to see the rules of personality and personal distinction in today\'s hair care scene.

The total sales of hair care this year also include checks and balances.

Average shampoo fell 1.

Between 4% and nearly $0. 988 billion for the year ended October.

According to the Information Resources Company, 2004(IRI), Chicago.

Sales of dandruff shampoo also fell to $237. 1 million, a 5.

1% difference from year-earlier period.

However, the price of the conditioner is $770.

1 million, very slight (0. 2%)

According to IRI, it is higher than last year.

Garnier Fructis conditioner/creme rinse leads the conditioner pack for $38.

3 million, impressive 71.

Growth of 2% over last year.

Garnier executives may have the right approach, providing quite a bit of information in the company\'s trends this year.

For example, Garnier executives said that \"the big hair type in her 80 s is another trend,\" commented Lisa Morris, marketing director at Garnier Fructis.

\"We saw fun, carefree, surfers lifestyle, thanks to movies like Blue Crush, like O. C.

Fashion trends from Los Angeles and Hawaii.

She said: \"There is something wrong with the color of the hair, but the situation is not hopeless. Morris. \"The (hair color)

\"Categories have been falling,\" she said . \".

\"But there are more sophisticated products that offer amazing salons-

Like good hair color, consumers are more likely to try-

Hair color at home and more satisfied with the results than ever before.

Marcy con of Clariol Professional agrees that keeping white hair no longer means \"old \".

\"White hair does not mean a little old lady with 100% white hair,\" she insisted . \".

\"In order to balance the color, people who have just started to get gray look like hair coloring.

\"Another major trend in hair care is to identify racial hair issues rather than having racial consumers buy products that are not appropriate for them.

\"Many times, Africa

\"Hair in the United States is relaxed and, as a result, dry and damaged,\" notes Ann petoini, cultural and creative director, Vienna, VA.

\"The emergence of the nation --

Specific hair care products show that African-American and multicultural consumers are increasingly inclined to accept the texture of her hair and insist on using products that protect it.

\"No matter what the type of hair the consumer has, he or she can rest assured that there is already a proper care procedure, or the work of a savvy marketer and formulator, they know that personality is the key in hair care today.

Good cleaning and conditioning procedures are fundamental to proper hair care.

Consumers are increasingly demanding shampoo and conditioner;

Fortunately, they have a lot of choices this year.

Garnier is the leader of the 52-week conditioner as of October.

2004, leading again this year with the launch of several new SKUs.

In July, the brand added the Garnier frucits Sleek & Shine system, including shampoo, conditioner and weight loss resistance

Dry serum, difficult to careto-smooth hair.

\"The product line is perfect for our portfolio and the sales are great,\" she said . \"Morris.

Garnier also has big plans next year.

In February, the brand will launch Garnier Fructis Long & Strong shampoo, conditioner and

Bifurcation treatment designed to meet the needs of growing long hair, including prevention of breakage, dull and bifurcation.

Neil is a real double.

Gender brands targeting young men and women . \"Morris added.

\"The brand Garnier focuses on mentality and lifestyle, not age.

\"Executives at Lamaur Professional Products, a division of CT Darien Zotos International, insist that beauticians ask for an apple every day.

Specialty Beauty products stores offer apple Pectin fortified and moisturizing shampoo.

Retail price is $7 each. 99.

There are four options for Apple\'s pectic series.

It is said that for all types of hair, concentrated fortified shampoo can clean the hair gently and thoroughly without stripping off natural oils.

Cream intensive conditioner can make the hair more refreshing and make the hair more bright;

It can be kept for an extra five minutes for a more intense adjustment.

Moisturizing shampoo and moisturizing conditioner for dry, color-

The hair is treated and Perm, soft and easy to take care.

According to company executives, Senko International and Shiseido labs have also launched Senko silk Moisture Shampoo and conditioner through professional outlets, a two-in-one product for cleaning and conditioning for every strand of hair

They are part of the liquid luxury prestige hair care series.

The trend of hair care is \"feeling-

Senior executives at Senscience say \"good\" products.

Senscience moisturizing shampoo retail price of $10;

Silk moisturizing conditioner costs $12.

Marketers are also busy with retail channels.

L\'Oreal Vive adds curling moisture to shape and show beautiful curls, while reducing them by up to 95%; Volume-

Inject up to 30% of the volume; Nutri-

Moisturize and nourish dry, damaged hair and fresh hair

\"Morning-

Fresh Hair all night.

For babies, Playtex has introduced Baby Magic foam hair and body wash as well as baby magic foam shampoo.

In addition to being gentle enough for babies, both take advantage of instant

Foam technology for messfree, waste-Free dispensing.

Playtex selected Air SprayV.

Make bottles at Pompano Beach in FL.

Hair care is just one of the many categories that accept distribution systems, Airspray executives say.

Baby Magic products are said to be very gentle.

This year, whether it\'s a pharmacy or a department store, there\'s a lot to choose from for the designer\'s style in the hair care area, but some professionals insist there\'s no reason to be between the masses and the class

Celebrity hair stylists at CA Caffe Beverly Hills, WEEE Schatteman, are bringing luxury to the mass channel, collecting new shampoo and conditioner for all types of hair.

The products are available in CVS department store.

Hair care at the WEEE Beverly Hills includes Volulmizing, hydrating, smoothing and finishing lines.

They are characterized by muscle replenishment, strengthening hair, vitamin C to neutralize free radicals, polyammonium and triammonium components to repair the bifurcation, inhibit moisture loss, increase gloss, mild and calm. Mr.

Shatteman has 20 years of experience in the hair care industry.

\"I want to create a professional, affordable Salon Series --

Quality products that make hair stronger, shiny and easier to manage-whatever (the)

\"Hair type,\" he said.

According to him, the line had a soft launch in June and has so far won applause. Shatteman.

\"My product got good feedback,\" he commented . \".

\"Each product in a given product line is a complement to other products for maximum results.

We are trying to provide the best quality products in CVS location, this is the first time to do so.

\"Results, 10-year-

British hair stylist Charles Worthington\'s old designer hair care brand will be re-launched next month.

Not only is the original product now injected with more advanced technology, new colors

The coding package divides the series into five hairstyles

Specific categories that make it easy to choose.

They include moisture seal, glow, keep smooth, balance and curl perfectly.

Except for the original product, sir.

Worthington adds the perfect curly hair shampoo and curly hair activation conditioner, Smooth shampoo and Smooth shampooAll-

Conditioner, maximum moisture conditioning treatment and several styling products.

The result product is characterized by Mr.

Keraflex strengthening complex of Worthington says it makes the hair \"three times stronger \".

\"All new products

Improved results Collection retail for $5. 99.

When consumers come into contact with something new, some scalp needs more than just cleaning and conditioning.

In the past, the choice of leftovers and hair for the problem was limited, but consumers do not need to compromise today. Treatment-

Types of products such as dandruff shampoo even offer many benefits to the most discerning consumers.

Beverly Hills, CA-

John Paul Mitchell Systems (JPMS)

According to company executives, tea tree shampoo was introduced, which is a \"revitalization and revitalization of the whole body experience\" stimulated while fighting dandruff \".

Executives say tea tree shampoo stimulates the senses with a brisk fragrance, stimulating the scalp while cleaning the scalp.

Tea Tree special shampoo contains tea tree oil for the treatment of Australia, awapuhi, Hawaii, chrysanthemum, henna, aloe vera and hohoba.

Shampoo is provided at the salon.

Neutrogena also controls 2-daily through the new T/Gel daily control and T/Gel daily control-in-1.

Contains pyri zinc sulfur decomposition flakes, vitamin E and wheat protein to moisturize hair and scalp.

Executives at Neutrogena say consumers don\'t need to be fast-

Control dandruff.

It is said that T/Gel products can reduce itching, break down and wash off the flakes.

Neutrogena T/Gel daily control shampoo and Neutrogena T/Gel daily control 2-in-Retail for $6. 99 each. They went on-Shelves on August.

In addition to nursing, Nioxin in Atlanta, Georgia promotes healthy scalp

Hair with its new smooth protection system.

According to company executives, the purpose of the system is to moisturize the hair in depth without building up products or alcohol that can damage the hair.

The idea of a smooth system comes from basic skin care.

\"Nioxin focuses first on skin care to create a healthy scalp environment that supports healthy, beautiful hair growth,\" said Trevor Attenborough, vice president of marketing at Nioxin . \".

\"Your scalp skin is an extension of your face and consumers are beginning to understand that.

\"Consumers are looking for products that do not contain dry alcohol, plastic or resin, all of which damage the skin of the scalp and reduce the healthy look and feel of the hair,\" he said.

Nioxin executives say the smoothing system is suitable for all types of hair.

It gives the volume and gloss to fine hairs without stacking, while medium-to-

Adding moisture, gloss and control is good for coarse hairs.

The smoothing system contains natural ingredients, such as the kului oil and silk amino acids in the SmoothPlex mixture mentioned by Niu Xin.

\"The trend of natural organic ingredients and hair color continues to be very strong ,\"

Attenborough explained.

\"Protecting the hair and scalp has also become a big trend, with many ingredients claiming to not only protect the hair and scalp from the stress of daily activities, but also protect the environment from UV rays and contaminants.

\"Another consumer group that is eager for more moderate treatment is National hair care.

\"African-Americans spend 47% more on average health and beauty than any other population,\" she said . \"

\"The amount is $0.

$72 for every dollar is spent on hair care.

\"Today\'s National consumers are educated to know what they want and need their products more than in the past, Madam

Pertolini insisted.

\"The trend we see is a new level of complexity for African-Americans.

\"Cultural consumers,\" she said.

\"They reject the greasy products.

The products on the general market cannot meet the needs of various ethnic hair care, and modern women have surpassed the elderly --

Old-fashioned choices of the past.

\"In order to meet these needs, culture was born a year ago and can be found in 5000 doors.

In addition to a variety of styling products, the series also includes moisturizing products, a dry damaged hair product containing vitamins, pan-alcohol and proteins.

Like all cultural products, moisture aid is deeply moisturized without oil or old

\"Old-fashioned oil . \"

Petolini pointed out.

Other cultural hair care products include moisturizing silk shampoo containing silk protein and collagen amino acids;

Strengthen No

Rinse the conditioner and wet or dry detangler, a grease-free formula.

\"Culture is positioned as a family brand,\" she said . \"Pettorini.

\"It\'s safe and gentle for kids, just like for chemical relaxation or colored hair.

However, culture celebrates diversity: \"We don\'t cater to hair that is light, or colored changing . \"

Commented Pettorini.

\"Our products moisturize natural unprocessed hair as safely, gently and without light as processed hair.

\"At the other end of the spectrum, it is the best Petroleum therapy with trace elements

Oil technology, new production line from SoftsheenCarson. Micro-

Beads containing natural oils are said to nourish, repair and strengthen hair.

However, company executives insist that the product will not leave a \"greasy building --up.

According to a soft and glossy spokesperson, the best oil therapy is \"the best offered by the combination of Nature and Science \".

\"The Splash of hair color has been falling --

Smart, but consumer demand promises a brighter future for this category, as baby boomers rush to the salon or store shelves to cover gray.

Unfortunately, according to industry experts, gray hair tends to be more difficult to cover colors due to its consistency.

A division of P & G, Clairol Professional at CT Stamford offers eight shades under the gray Busters banner.

This line is not new, but this year, Clairol Professional has stepped up its efforts to promote the working principles of the product to the salon.

\"Gray coverage is a big challenge for most people who dye their hair,\" said Marcy Kona of Clairol Professional.

\"Dark colors usually cover other places except gray.

\"Clairol Professional is currently working hard to educate the salon and bring it to the market so that they can use the gray blockbusters properly.

\"The gray blockbusters have been in the Clairol family for quite some time, but we are starting to realize that people don\'t understand how to use the shades of the gray blockbusters . \"

Kona noted.

For example, the gray Busters can be used separately or with the existing Clairol Miss color to increase coverage and vitality.

Less than 50% of women can also benefit from this product, she added.

\"It looks beautiful and unified, but it is dynamic and never flat.

It doesn\'t look like gray hair in \"color.

\"The educational work of Clairol Professional includes performance, educational activities and aon-

A training for the team of color masters at Clairol, who then work in salons across the country to provide the latest effectsto-

Date information on how to use the product.

The gray vandals have started since July, and \"we got a huge response \". Cona said.

Clairol Professional has also introduced a new coloring service using compliments-dry color, which is more than 50 and a halfand demi-

The permanent color is injected with a new patented technology called Hydra. Drench.

When the hair is colored, the system adjusts it to inject water into it and increase the gloss.

Color soaking begins with a dramatic meaning created by the underlying process.

Next is the overlay process, where the color is applied directly to the top of the underlay formula for light tones.

The final result is more

Clairol Professional executives said tonality was achieved in a time-saving step.

Goldwell USA is also active this year in the field of professional hair color.

Goldwell will soon launch Elumen Green to create a

Long-lasting avant-garde green appearance.

Executives say Elumen Green can also reduce the warmth of the Elumen color to a more neutral brown color.

It was launched in January.

\"Elumen Green, blue --

Green character perfectly positioned on the color wheel opposite the red

Orange, \"said Francois Mattioli, new business development manager at Goldwell USA.

\"Therefore, it is ideal for warm tones that are neutral to the existing Elumen tones, as well as warm tones that are not desired after the Lightning Process.

\"The John Paul Mitchell system is lighting up with the blonde system, which includes two options to light up the color of the hair: Paul Mitchell double

The new Paul Mitchell cream lighter.

Suitable for women and men.

\"40% of customers choose to dye their hair and choose blonde hair,\" noted Stephanie kochski, assistant to master Paul Mitchell . \".

\"Blonde customers are very loyal to salons that can keep blonde healthy and beautiful.

\"The Paul Mitchell cream brightener is easy to apply and contains a mixture of conditioner and antioxidant to prevent water diversion and excessive damage.

This is \"smooth, creamy, gentle, easy to apply \". Kocielski said.

Cream brightener Atosiban Acetate Injection

The aim, she added, was to make the hair more comfortable and have a gentle perfume.

In retail, Garnier launched 100% Color, a new hairstyle brand based on nine patented technologies.

\"This line offers pure, spectacular colors

Long-lasting, amazing conditioner to keep hair as smooth as silk.

Maurice of Garnier

Consumers reacted warmly to this.

Stock of 100 colors-and Nutrisse--

When our competition is falling, we have been growing steadily.

\"Next year, Garnier will launch four new dark nutritious chocolate series.

The company also plans to introduce more nutrition and nourishing

This is a new highlight set with nutritious avocado and vitamin E conditioner.

Advertising support was released this spring.

Whether the customer accepts professional hair coloring or hair coloring at home, it is always a concern to keep the color as the product can cause drying or damage.

Industry executives insist that many shampoos remove color from their hair.

To keep the color bright and fresh, Quantum, a professional unit at Zotos International, has introduced a new hair care system, Quantum color Protector, which is said to reduce the color fade by 60%.

Quantum color protectors include shampoo, conditioner and vacationin treatment.

The formula includes Equilizer 4 color protection complex composed of wheat protein, helicopter protein, vitamin E and color protection silica gel.

They are full of fruits and flowers.

Retail price is $5 each. 99.

Goldwell also provides solutions for fading and drying problems.

In early 2005, it will launch color hair light to maintain and enhance nature and colortreated hair.

Kim Carrera, head of hair care and styling category at Goldwell USA, explains: \"color glows to clean and care for hair while depositing color pigments for the best color recovery . \".

\"The color glow is different from all other color-enhanced care lines because it has different levels of care depending on the color clip.

\"For example, blonde beauty needs more care,\" she said.

So the blonde beauty at the scene (

For cool platinum tones)and Be Blonde (

Warm shades)

There are more caring ingredients.

Other color parts of the color glow include feel copper, keep Red and Brown.

When keeping the color without the need for a deposit --

However, executives of pure learning companies say their company has not been there.

Will probably stay there.

\"We are the market leader,\" said Jim Markham, founder and CEO of pure learning.

\"We only focus on the care of colored hair.

\"PureOlogy introduced super straight hair shampoo and conditioner in early 2004.

Super Straight uses nanotechnology, which has a very small particle size that can penetrate the hair shaft.

\"Super straight shampoo and conditioner can protect the hair from moisture,\" Mr. Markham said.

The nano-emulsion composition in the formula allows components such as powerful antioxidants and UVA sunscreen to penetrate, moisturize and protect the hair from these elements.

\"Shampoo and Conditioner also contain plainfade complex.

The company also launched a thickened mask; it went on-

Shelves on November.

When the hands rub together, the thickened mask will warm up.

It contains highly refined ash and anti-Ashfade complex.

\"This is really a \'wow\' product . \"

Markahm insists.

\"People rub this with their hands and say \'Wow!

He added: \"The presence of ash in the mask increases the diameter of the hair without holding it down.

Pure learning has certain professional knowledge in caring about color

All bottles are marked with rich processed hairback guarantee.

These products are not cheap, but \"our brand is the only one that caters specifically to colors --

\"The processed hair, with the right ingredients and the right amount, can really effectively prevent the color of the hair from fading and keep the hair healthy ,\"Markham said.

Despite the fierce competition, executives at puology say the product is very unique and will fight marketers who can\'t afford to sell on a large scale --

Raw materials for producing pure wine.

\"Other companies may try to imitate our performance, but they will always fail.

We will never be stingy.

Our mission is to constantly create products that really help color hair.

\"According to industry experts contacted by hapi, the technology of long hair care is good and will only get better and better.

These results can be seen in companies that have experienced growth over the past year.

\"We achieved tremendous growth last year and we expect to achieve huge growth this year,\" he said . \"

Markahm of pure biology

\"We have been recruiting.

We have sufficient distribution channels.

We are in good shape.

\"The venue is wide --

It is also open to new formulas that attract a variety of people.

She said: \"The National hair care is already very big, and it is still growing . \"

Kona of culture.

Marketers can also gain advantage by registering-Existing brands.

\"Here, we have always owned the jewelry in the Clairol family, but just didn\'t communicate properly with professional hair stylists,\" she said . \"

Kona of Clairol Professional, speaking of the gray Busters line.

Hair care companies vary from customer to customer;

It turned out to be a good thing last year.

The challenge for marketers this year is to keep up with a variety of styles, needs and needs;

New technology is at your fingertips and is expected to offer more variety in the coming year than ever before.

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