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Mass Market Pushes Toward Ethnic Hair Care, Naturally

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Mass Market Pushes Toward Ethnic Hair Care, Naturally 117_118_120_122_drsn_09_14_09 8/28/09 2:33 PM Page 117 BEAUTY CARE ANTOINETTE ALEXANDER SENIOR EDITOR Mass market pushes toward REPORTERSNotebook Supplier News — Unilever leveraged its product port- folio, such as the Caress personal care brand, and reached ethnic hair care, naturally out to Latinas this back-to-school season with the launch The natural and organic trend continues of the one-stop lifestyle resource, www.Vivemejor.com. to impact the U.S. hair care market, and eth- The site offers Latinas tips and advice, from both celebri- nic hair care is no exception as consumers, ty stylist Leonardo Rocco and chef Marcela Valladolid, on especially African-American consumers how to manage the back-to-school season while taking whose hair tends to be brittle, desire prod- care of their families and themselves. ucts that can meet their specific needs and offer a gentler treatment. Procter & Gamble’s CoverGirl has selected television “Since African hair has very particular qual- and movie actress Dania Ramirez to be the newest face of ities, approximately half of ethnic hair care CoverGirl cosmetics. The 29-year-old Dominican is best products in the United States are sold in beau- known for her role as Maya Herrera on the NBC series ty specialists and barbers’ shops that are locat- “Heroes.” CoverGirl print and television ads featuring ed in primarily black neighborhoods,” stated Ramirez will launch January 2010, featuring the newest Euromonitor International in its most recent Moving ethnic beyond African-American: Afam Concept Inc./JF makeup lines debuting mid-winter. U.S. Hair Care report released May 2009. Labs, at the recent ECRM Skin/Hair Care EPPS show, promoted its “However, in recent years, there has been a new Life Curls hair care line designed for the Hispanic market. Coty Inc. has inked a licensing deal with Guess — push by traditional cosmetics and toiletries which has grown into a global lifestyle brand — to devel- channels, like drug stores and mass merchan- One of the bigger launches for SoftSheen- op and market a new line of fragrances, and to distribute disers, to attract African-American consumers Carson for 2009 was its Roots of Nature. As existing Guess fragrances, effective January 2010. Coty to their stores by carrying more brands previously reported by Drug Store News, the stated that additional information related to the fragrance designed for them.” natural-based hair care line is designed to would be disclosed at a “later date.” This push for a broader selection of ethnic combat severe damage the natural way and hair care products at mass certainly includes is infused with a combination of green tea Bluefield Associates, the maker of Clear Essence, those products that leverage the natural and and shea butter. Chimere and Adure ethnic skin care collections, has expand- organic trend. For example, noted Euromon- According to data provided by Inform- ed its line of ethnic baby care products. itor International, Namaste Labs’ Organic ation Resources Inc., for the hair condition- Under the Clear Essence Root Stimulator averaged double-digit ers/crème rinse segment, the new Roots of banner is the new hair and growth between 2005 and 2008. Nature, which has been on the market since body wash with marigold Furthermore, perms and relaxants was April 2009, generated sales of more than and chamomile, baby one of the growth subsectors in 2008, rising $365,000 for the 52 weeks ended Aug. 9 at lotion with milk and honey, 3%, according to the report. The market for food, drug and mass (excluding Walmart). baby lotion with sweet pea, these products largely serves the ethnic con- Alberto-Culver expanded its Motions line baby oil with lavender and sumers, with an emphasis on African hair. by launching in March its Motions Marula baby oil with menthol. Clear Essence baby products Manufacturers are heeding the call by bol- Natural Therapy collection, as previously stering their portfolio with products that are reported by Drug Store News. New products either natural or organic, or at least are included a shampoo, conditioner and ther- WHAT’S HOT infused with natural ingredients so as to mal oil. The products are infused with a appeal to those consumers looking for a blend of antioxidants, minerals and amino more natural alternative. CONTINUED ON PAGE 122 ‘Scope’-ing out oral care CINCINNATI — Procter & Gamble has just launched its new Scope Outlast mouthwash, Crest Plus Scope Outlast toothpaste and Oral-B floss picks plus Outlast flavor — mark- Hard Candy sweetens beauty at Walmart ing the biggest innovation in Scope’s 40-year NEW YORK — Walmart is bolstering its beauty brand’s cachet, and it will build upon Wal- history and P&G’s largest initiative in oral care offering through an exclusive deal with Hard mart’s existing prestige beauty business. for its fiscal year. Candy, once known as an edgy, trendsetting With its fun and trendy packaging and catchy Scope is P&G’s biggest mega-property, having beauty brand that graced the names — such as Button Your Lip grown 5% over the last year, but consumer shelves of such stores as Sephora liquid lipstick, Split Personality research unveiled that its target consumers are and Fred Segal. eye color duo and Curl Up & Dye under-consuming in the breath segment and have The 261-SKU collection will be mascara — the collection is likely to a desire for “long-lasting breath protection.” available at 3,000 Walmart stores in resonate with beauty junkies and The Outlast technology is what makes the September. Prices will range be- existing Hard Candy fans. three premium products, which have a regi- tween $5 and $10. The collection also includes a men feel, unique. The technology is formu- Walmart’s beauty team, in part- couple of iconic Hard Candy prod- lated to attach to receptors in the mouth to nership with beauty contract manu- ucts, such as Fortune Gloss lip deliver a long-lasting fresh feeling. P&G facturer NuWorld, developed the gloss, which has a fortune-telling stated that the products deliver five times collection and unveiled the new, hip ball in the cap, and Eye Candy, longer-lasting breath compared with line to beauty editors at a launch which is a sliding compact with brushing with ordinary toothpaste. event in August in Manhattan. The cream glitter shadow coupled with The launch is being supported by a retail giant is looking to leverage the Hard Candy a coordinating eyeliner. multi-pronged marketing campaign. Scope Outlast mouthwash Drug Store News www.drugstorenews.com September 14, 2009 • 117 117_118_120_122_drsn_09_14_09 8/28/09 2:33 PM Page 122 BEAUTY CARE and 90% less breakage to ing in October its new Ampro and extra hold, formulated Ethnic hair strands after just one use, Pro Style Shine ’n Jam condi- with honey extract to help CONTINUED FROM PAGE 117 according to the company. tioning gel. The new gel strengthen hair. At the recent acids to nourish the scalp Meanwhile, Ampro, a comes in regular hold, for- Bronner Bros. International and hair, while providing maker of African-American mulated with echinacea to Hair Show in Atlanta, the four times more strength hair care products, is launch- help promote hair growth, company handed out more Ampro’s Pro Style Shine ’n Jam conditioning gel than 14,000 packets of the new Shine ‘n Jam regular hold to promote the products before they hit retail this fall. Exhibiting at the recent ECRM Skin/Hair Care EPPS show in Miami in August was the new Johnson Products Co. led by industry veterans Eric Brown, former- ly of Pro-Line International, and Renee Cottrell-Brown, who since 2006 operated a marketing consulting firm. As reported in late March, Procter & Gamble sold its Johnson Products Co. unit to RCJP Acquisition, a newly formed independent entity comprised of Los Angeles- based private-equity firms Rustic Canyon/Fontis Part- ners and St. Cloud Capital, along with an African- American management of industry veterans. With annualized sales of more than $23 million, Johnson Products offers more than 30 hair care prod- ucts, including the Gentle Treatment and Ultra Sheen brands, in a global market estimated to be approxi- mately $1.8 billion. While it was too soon to discuss details, the new company indicated in August that it is working to revive innova- tion in the category. Meanwhile, the ethnic beauty business is becoming about more than just African- American consumers. ECRM attendee Afam Concept Inc./ JF Labs was promoting its new Life Curls hair care line, which is designed for the Hispanic market. The five- SKU maintenance line in- cludes intensive treatment, conditioner, shampoo, crème and frizz treatment. 122 • September 14, 2009 www.drugstorenews.com Drug Store News Copyright of Drug Store News is the property of Lebhar - Friedman Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use..
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