Farm to shower: Natural options dominate shelves

Although sales increases in hair care are not as dynamic as some other categories, retailers are enthused about the caliber of launches hitting shelves. Among those they are hoping will shake up sales are Garnier’s Whole Blends — nurturing formulas concocted to return health to hair — and TRESemmé’s new Beauty Full Volume.

(Click here to view the full Category Review.)



L’Oréal’s U.S. CEO Jean-Paul Agon recently singled Whole Blends out during an analyst meeting. “Natural, organic hair care — this is something that apparently everywhere is growing,” he said, adding the company was responding with a natural line.



The TRESemmé introduction is the first reverse system in which the conditioner goes on before the shampoo. It is promoted by Chrissy Teigen. Beauty editors have been burning up social media praising the results from the reverse process.



Also out of the gates fast is Henkel’s Schwarzkopf Ultîme hair care collection. The brand kicked off last year in Walmart as an exclusive, and now is rolling out nationally. To sweeten the offer, Schwarzkopf is adding a new line of products for dry and damaged hair called Essence Ultîme Amber + Oil Nutrition.



“We added this to have something to cater to the growing desire to address damaged hair,” said Daniel Langer, SVP and general manager of Henkel Beauty Care North America. Schwarzkopf also is launching a new styling collection, Styliste Ultîme Amino-Q Hold, which includes a hair spray, a mousse and a gel — all priced at $7.99.



The national rollout is just the beginning for the company, which has a goal to gain a bigger footprint in the U.S. hair market. The brand is nationally known, with plans to duplicate success in American mass doors.