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Marketing in Brief: J.F. Lazartigue

This article was originally published in The Rose Sheet

Executive Summary

J.F. Lazartigue: Nature L seven-SKU shampoo and conditioner line will give the Paris-based prestige hair care company a mass market presence in the U.S. Formulated to contain a "higher concentration of active ingredients and less detergent" than other mass market lines, the collection includes Nourishing Repair treatment for use before shampooing and four shampoos -- Nourishing Repair, Rebalancing, Volume and Shampoo for Colored Hair. The shampoos in the line contain a high concentration of proteins, detanglers, vitamins and natural oils and are designed for those without serious hair problems, the company said. The two conditioners include Instant and Energizing formulas for fine hair. The U.S. Nature L introduction follows a 1996 test market of the line. Available now at mass market stores, such as Genovese, Cosmetics Plus, Drug Emporium and Ulta 3, for $5.99, the 10.2 oz. shampoos and conditioners are packaged in clear bottles, and the pre-shampoo treatment is housed in a 5 oz. tube. The J.F. Lazartigue hair care line is available in the U.S. at specialty doors including Neiman Marcus and Saks Fifth Avenue...
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