L'Oreal
This article was originally published in The Rose Sheet
Executive Summary
Open "soft permanent" hair color will be targeted to young women new to hair coloring and looking for natural-looking color, L'Oreal says. Launching this summer in 24 shades with names like Venus, Orion and Zenith, Open will have different target audience than L'Oreal's Feria, which attracts young, hip fashion crowd. Retailing for $9.99, Open will join growing number of brands aiming to attract consumers seeking natural-looking hair color. L'Oreal is launching Garnier Lumia hair color in June, and Clairol's Herbal Essences hair color will debut in May (1"The Rose Sheet" April 9, p. 10 and 2March 19, p. 5)