Personal Care Continued from page 15 grape extract, immediately refreshes lifeless locks for a full 24 hours, according to the company. The product is sprayed into flat hair and combed or brushed through to absorb oil and eliminate weight. RUSK has two new additions to its Deepshine Color Care collection— Deepshine Color Care Invisible Dry Shampoo and Deepshine Lock-In Treatment. Launched this month, the at-home, color-care styling formulations are designed to extend time between colorings by protecting against the three main causes of color fade: wash out, sun damage and thermal styling. Both products are developed with ChromAveil, a patented, UV protection technology that helps preserve chemically-colored and natural hair color, as well as a Marine Nutrient Complex. Deepshine Color Care Invisible Dry Shampoo instantly cleanses and revives hair between shampoos by absorbing excess oil and odor with a talc-free formula that is invisible when applied and leaves behind a fresh, clean scent. Deepshine Color Care Lock-In Treatment nourishes and conditions hair while extending time between colorings. The alcoholfree formula features Glycolic Acid to help strengthen hair, defend against breakage and improve manageability; Vitamin E and Pro- Vitamin B5 to protect and repair, and Amodimethicone to defend hair from environmental stressors while facilitating wet/dry combing and offering anti-static protection and enhanced shine. Separating the men from the boys Over nine in 10 men use some sort of grooming products today, such as skin care (facial and body), shaving, hair care and fragrance. The men’s grooming industry generated $964 million in U.S. department store sales in 2011, an increase of 11%, compared to 2010, according to market research firm The NPD Group’s Men’s Grooming Consumer Report. Facial cleansers (excluding bar 16 Spray June 2013 Mintel, whose Global New Products Database (GNPD) found that in 2008, dry shampoo introductions accounted for just 1% of global shampoo launch activity, but by 2012, the segment captured 3% of the category and 2013 is on track to surpass 2012 levels. Although availability of dry shampoos is widely accessible, consumer uptake remains relatively low. Sixteen percent of U.S. adults report some usage of a dry shampoo in the last year. Across the Big Five European markets (UK, Spain, France, Germany and Italy), usage is relatively similar to that of the U.S., but peaks in the UK, where nearly a quarter (23%) of women are engaged in the segment. Convenience is a compelling attribute for consumers and plays a definite part in their hair care product purchases. Nearly one in five (17%) women in the UK use dry shampoo when they don’t have time to wash their hair, and although this sentiment is less widely shared among the remaining Big Five European countries (only 5% of women), it identifies an important consideration for manufacturers, said Mintel. Manufacturers have responded to consumers’ preferences by incorporating convenient attributes into their dry shampoo product launches. The time/speed claim has been present in 53% of dry shampoos launched since 2009, making it not only the most frequently used claim in the segment, but also one of the fastest growing, according to Mintel’s GNPD. Beauty enhancing claims are becoming more commonplace in the dry shampoo category and have been present in 19% of global introductions since 2009. Brightening and illuminating benefits have posted the most significant growth, with introductions more than doubling 220% between 2009 and 2011. In addition, more than half (53%) of U.S women find shampoo and conditioner fragrance to be an important characteristic. Dry Shampoo by New York Streets is formulated to bring life back into oily hair for the girl on the go. Inspired by busy trendsetters, the product offers a clean, odor-free, voluminous look, according to the company. It can be thrown into a gym bag for a post-workout pick-me-up or added to roots for a burst of volume. Multifunctional Dry Shampoo is suitable for all hair colors and leaves no white residue on brunette hair. New Garnier Fructis Volume Extend Instant Bodifier Dry Shampoo, with a blend of orange citrus and Continued on page 34
SprayJun13
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