HAIR STYLING MARKET
dimension and definition, adds volume and shine and tames
flyaways for the perfect“undone” look, added the brand.
Other mass-market hair care leaders such as Pantene,
TreSemmé and Neutrogena are adding on to their styling portfolios for Spring. Pantene’s new dry shampoos can double as stylers, as its Root Reboost formulation is said to revive flat hair with
tapioca to instantly absorb oil for cleaner hair on non-wash days.
Meanwhile, Neutrogena’s Triple Repair Hair Collection features
a leave-in cream said to protect hair that’s been cooked to 400°F
by styling devices. Finally, TreSemmé’s Keratin Smooth Heat
Protection Shine Spray also is said to help shield hair from the
damaging effects of styling and seals in shimmer too.
Ultimately, hair styling products like gels shouldn’t be “one
size fits all,” as products must be customized and targeted for
each user, said Jocelyn Yuan Riddle, VP-
marketing, Newhall Labs Inc., Stamford, CT.
She added that“gel is back” for styling in
2014. “Our L.A. Looks gels provide options
for different levels of hold, textures, lengths,
styling needs and looks,”she told Happi.
Popular in Prestige
Current hairstyle trends are much softer and
“looser”with a bit of texture—and hairstyling
products help provide that look, said Wella
top artist Aubrey Loots, who is based in Los
Angeles. He recommends lightweight oils
such as Wella Professionals Oil Reflections
and texture sprays like Sebastian’s new
Drynamic products to achieve these results.
Styling and grooming expert Jenny
Balding points to both dry shampoo and
texture spray as top styling products of the
“Every woman wants to look beautiful,
but effortless. These days, it’s all about creating that perfectly disheveled texture,” said
Butler, who promotes and works with Cutler
and Redken. “To achieve that, dry shampoo
gives body at the roots where it may be too
silky or limp; while texturizing sprays are a