62� Chain�Drug�Review/September�12,�2011

Beauty Care Hair Care

hair styling/gel/mousse

total Dollar sales* $153.7 mil. (+2%) Drug stores $68.8 mil. (+4.2%)

Leading brands**Market share

dollar sales (000)

dollar sales % change

got 2B glued 3.0% $2,088 + 2.4%american Crew 2.9% 1,995 + 9.9%Frizz-ease 2.2% 1,485 + 0.1%John Frieda Full repair 1.6% 1,122 n/aPantene Pro-V Curly 1.6% 1,090 + 67.6%Fantasia 1.6% 1,065 - 9.3%Clairol herbal essnc. totally twisted 1.3% 902 + 2.7%tresemmé Flawless Curls 1.3% 896 - 14.8%organix 1.2% 818 + 640.4%axe Whatever messy look 1.2% 797 + 2.4%

total unit sales* 31.8 mil. (-1.1%) Drug stores 13.5 mil. (-0.3%)

Leading brands**avg. price per unit

Unit sales (000)

Unit sales % change

got 2B glued $4.59 455 + 1.5%Pantene Pro-V Curly 3.97 275 + 67.1%Dep sport 1.95 275 - 0.1%Clairol herbal essnc. totally twisted 3.41 265 + 13.8%la looks absolute styling sport 2.50 241 - 6.2%tresemmé Flawless Curls 4.38 204 - 15.8%Frizz-ease 7.88 189 + 1.7%tresemmé tresmousse 4.36 178 - 3.8%Pantene Pro-V Fine 4.00 176 + 41.8%nexxus mousse Plus 4.44 170 + 11.1%

* Total of drug stores, supermarkets and discount stores excluding Walmart.**in drug stores only. Private label products account for a 2.5% dollar share and a 3.4% unit share.

Source: SymphonyIRI Group. For the 12 weeks ended July 10, 2011.

Tie-ins with celebrities strike a chord with customersNEW YORK — Retailers and

suppliers agree that endorse-ments and affiliations with ce-lebrities are effective advertis-ing, marketing and promotional vehicles in hair care.

Last month, for example, CVS/pharmacy introduced the exclu-sive beauty collection, Nuance Salma Hayek, co-developed by actress Salma Hayek and CVS. The company says Nuance Sal-ma Hayek is the first complete beauty collection designed by an actress in partnership with a national retailer.

“CVS/pharmacy’s leadership in beauty for the past decade has been demonstrated by a long list of first-to-market in-novations for our beauty cus-tomers,” says Mike Bloom, executive vice president of mer-chandising and supply chain. “Our partnership with Salma Hayek in creating a premium beauty line that is accessible to all women takes our beauty leadership and innovation to the next level.”

Nuance Salma Hayek hair care products address the needs of

all hair types, with formulations for fine hair, dry hair and chemi-cally treated hair, according to CVS/pharmacy. The collection includes treatments to nourish, style and help protect for all-day, healthy-looking hair.

In addition, hair care brand Sally Hershberger is launching at CVS/pharmacy stores this fall with the Instant Volume kit and the Glam Waves kit. The kits are priced at $19.99 each. The former includes Sally Hershberger’s Plump Up Colla-gen Thickening Mist, Supreme Lift Root Spray and three Go Big rollers. The other kit incor-porates Hershberger’s Glam Waves Texture Spray, Glam Waves Style Shaper and four Glam Waves clips.

In Canada, Hershberger — considered one of the world’s most influential and sought-after stylists — features her hair care products exclusively at Shoppers Drug Mart and Pharmaprix. Hershberger has styled Sandra Bullock, Nicole Kidman, Scarlett Johansson and Hilary Clinton.

“Sally Hershberger’s line of professional hair care products continues to resonate well with our customers and is one of the key brands in our growing range of products available only

at Shoppers Drug Mart,” com-ments Liesbeth Vandenberk-mortel, director of corporate and exclusive brands.

In the spring, Katie Holmes starred in “The Decision,” a short film in support of the new John Frieda Precision Foam Color. Premiering at a red car-pet event in New York City, the film offered a first look at John Frieda Precision Foam Color. Af-ter its New York debut, the film went live on Facebook.

Procter & Gamble Co.’s Pan-tene brand tapped actresses Eva Mendes and Naomi Watts to share hair secrets in televi-sion and print campaigns this summer. Mendes represents

Pantene’s Breakage to Strength collection; Watts promotes the Flat to Volume portfolio.

Also at P&G, Alyson Hanni-gan, star of CBS’ “How I Met Your Mother” and “American Pie,” has become the official fe-male ambassador for the Head & Shoulders brand. She joins such Head & Shoulders hair spokespeople as Super Bowl champion Troy Polamalu.

The brand is also celebrating great plays this Major League Baseball season. As the league’s official shampoo, the brand has unveiled “Head & Shoulders Hats Off,” a social media effort to salute ballclubs for their ac-complishments on the field.

Marketing set to boost spraysNEW YORK — Growth in the

hair spray/spritz sector has been stagnant, but new prod-ucts supported by strong mer-chandising and promotional campaigns could result in a positive shift. SymphonyIRI Group Inc. reports sales for the 12 weeks ended July 10 were $40.5 million.

Brand leaders include Tres-emmé Tres Two, Salon Grafix, Suave, L’Oréal Elnett Satin and Garnier Fructis Style.

Line extensions are common. Maybelline Garnier recently ex-tended its Garnier Fructis Style brand with Extreme Control and UV Color Shield products, both of which are described as anti-humidity sprays. The for-mer is said to offer “24 hours of bounce-back hold,” while the latter features a UV filter to

keep color looking radiant and shiny while keeping styles in place.

Other aerosol sprays that are offered under the Garnier Fruc-tis anti-humidity label address such hair care concerns as full control, sleek and shine, flexible and volumizing.

Not Your Mother’s is a collec-tion of sprays and other hair care products that launched last year in the discount trade channels and later infiltrated such regional drug chains as Hi-School Pharmacy and Navarro Discount Pharmacies. In addi-tion, several major drug store chains are bringing in Not Your Mother’s in the third quarter of 2011, says the company. Its cur-rent product lineup includes: All Eyes On Me (a shape and shine hair spray), She’s A Tease

(a volumizing hair spray), Beat The Heat (a thermal styling shield spray) and Beach Babe (a texturizing sea salt spray).

“Buyers are pretty savvy and are watching for innovative items — those that provide a premium price point — and are finding that by buying items like these they can help bring a new consumer into their stores,” says brand manager Michele Sherbert. “Buyers need to have the right mix of value items, premium items and high-end items.”

Henkel North America also of-fers an expansive assortment of hair care products, includ-ing got2b fat-tastic thickening aerosol hair spray. Its collagen formula is designed to make the hair appear plumper, thicker and full of body.

Activity heats up in shampoosNEW YORK — New shampoos

and established brands under new ownership are garnering attention in the hair care cat-egory. And antidandruff ver-sions, although still a relatively small segment of the sector, are posting significant advances in dollar volume.

According to SymphonyIRI Group Inc., the shampoo cate-gory had sales of $110.6 million in drug stores for the 12 weeks

ended July 10. Regular sham-poo sales were $86.2 million, an increase of 4.6%. Although dandruff shampoo sales stood at $23.6 million, the jump was nearly 14%.

Private label brands lead the sector among regular shampoos followed by three versions of Pantene Pro V (medium-thick regular, fine regular and color-preserve regular) and Organix. Among dandruff shampoos, top-sellers include Head & Shoul-ders Classic Clean and Head & Shoulders Dry Scalp, Selsun Blue and Neutrogena T Gel.

Helen of Troy, which last year purchased the Pert Plus brand from Innovative Brands, is at-tempting to revitalize the prod-uct that — when introduced in 1987 — was among the first 2-in-1 products that combine a shampoo and a conditioner. Helen of Troy’s advertising and marketing campaign for the brand is aimed at men between 25 and 35, a group not likely to spend significant time in the shampoo aisles.

Maybelline Garnier expanded its role in the shampoo sector earlier this year with Fructis Pure Clean fortifying shampoo and Fructis Pure Clean forti-fying conditioner. The biode-gradable formulas (94% for the shampoo and 92% for the condi-tioner) contain no silicone, para-bens or dye.

Last year Garnier brought

out Fructis Anti-Dandruff, de-scribed as providing 48 hours of dandruff control. It is avail-able in four formulas: intense cleanse, clean and fresh, clean and fresh 2-in-1, and dry scalp.

Dry spray shampoos are also gaining a foothold at retail. Kao Brands, through its John Frieda Luxurious Volume Anytime Vol-ume Refresher collection, has introduced a dry spray shampoo that it says instantly refreshes style and boosts volume.

“I’ve always used dry sham-poo to give fine hair the body it needs to hold serious styles,” reveals Luigi Murenu, John

Frieda global creative consul-tant. “Luxurious Volume Any-time Volume Refresher is the first dry shampoo specifically created with styling in mind, giving everyone access to the stylist secret by lifting hair at the roots and instantly refresh-ing style.”

Similarly, Salon Grafix’ Invis-ible Dry Spray Shampoo is now available in a 1-ounce travel size, which the company points out complies with all current Transportation Security Admin-istration regulations. The prod-uct previously was only avail-able in a 4-ounce container.

Store brands play big role.

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