February 2015 happi.com;happi;• 61
provides color protection, according to the company.
Packaging and promotion is also a key element to moving
hairstyling products from shelf to cart. For example, Eufora recently debuted its new EuforaStyle line, which features classic
styling products, plus four new products, in a“sleek and sexy”
redesign. To go along with the launch, Eufora’s creative director Dee Fortie led a team of educators in a photoshoot on the
streets of Los Angeles said to speak to one of EuforaStyle’s
mantras“Why fit in, when you can stand out?”
Spray It Forward
Industry insiders are on the lookout for hairstyling products
that speak to the overall health of hair. According to Levitch
of Bangstyle,“I think we’ll see even more of the ingredients we
associate with health foods like chia seeds and quinoa, new
technologies and water soluble ingredients. Hybrid products
will continue to be popular too, including products you can manipulate for less hold or more.”
Twine of Briogeo agreed. She said, “I think healthy styling
will be a big trend, as consumers who don’t want to give up heat
styling look forward to balance out damaging heat tools with
products that protect and repair the hair.”
Nawrot of Phyto sees the evolution of the industry itself
at the root of R&D. She told Happi, “I really think we will see
more technology in the ingredients that are more biocompat-ible to our own body chemistry. Products with ease of use with
simple application that are multifunctional are the wave of the
future. With the new heat tools and unique color services, it
will be important to maintain the hair effectively to allow it to
look healthy and beautiful in spite of the processes and styling
regimens. As the styling tools and chemical services continue to
evolve, product innovation will evolve as well.”
Nawrot echoed what Patrick Ales, hairdresser and founder
of the Phyto brand, has long contended: there is no such thing
as bad hair only poorly treated hair.
“As a hairstylist,” she said, “I will continue to embrace the
new with a steadfast profession that continues to make the
world a more beautiful place, one head at a time.”•
Leading companies are expanding with an
assortment of hair care creations
•after almost a decade, due to overwhelming popular demand,
John Frieda has introduced a new and improved John Frieda Beach
Blonde collection to help women achieve beach-worthy hair, year round,
according to the company. the collection includes Beach Blonde Smooth
Seas Detangling Conditioner, cult-favorite Beach Blonde Sea Waves Sea
Salt Spray and Beach Blonde Sun Streaks lightening Spray.
•dove Youthful Vitality is a three-step system infused
with nutri-Collagen Complex that helps double the fullness, according to the company. Part of the range is the
first multi-tasking crème by Dove that is infused with a UV
complex and helps replenish nutrients.
•do you believe in magic? well, even if
you don’t, you’ll believe in not your Mother’s
(nyM) Déjà Vu ‘Do. this unique, lightweight
cream does everything from block humidity
to repel dirt and oil, all while adding body and flexible
hold, said the company. this style-extending hair primer
is also scented with apples and berries.
•healthy hair starts with a daily dose
of vitamins…in the shower. the new OgX Moisture +
Vitamin B5 collection rebuilds weak lipids to improve
moisture retention and includes a weightless oil mist.
Paraben- and SlS-free, each extra gentle formulation
is infused with exotic active ingredients and packaged
in recycled bottles that resemble a vitamin B5 capsule.
•for those struggling to fight frizz and maintain salon-perfect hair, treSemmé has a way to rule one’s style:
treSemmé Keratin Smooth, a collection of hair care products designed to transform hair by providing instantly
smooth styles and frizz control that lasts up to 48 hours.
the latest addition to the line is a hair spray.
•suave professionals is launching a new
line of styling products called luxe Style
infusion. the collection features three different SKUs
(Volumizing, Smoothing, Curl Defining) and eight different
products for luxurious, salon-inspired results at an affordable price.
•pantene pro-V is bulking up its portfolio
with an assortment of new products this season, including
the PowerFull Body Booster Spray, PowerUp Daily treatment,
Color revival Cc Shine Spray and anti-Breakage repair
•L’oréal paris advanced haircare smooth intense
Ultimate Straight Straight Perfecting Balm is a new
heat-activated straightening cream said to instantly
transform hair to silky straight. the balm also offers
up to 450°F of heat protection, according to the
MASS MARkET ExPLoDES WITH STYLING LAUNCHES