Goldwell's Trendline Styling Products Debuting in U.S. Salons
This article was originally published in The Rose Sheet
Executive Summary
Goldwell Cosmetics is launching Trendline, a 10-SKU hair styling collection, in an effort to build its styling category to account for 70% of overall sales, Goldwell USA President and Chief Operating Officer Andrew Biazis said.
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Frederic Fekkai: Summer Hair collection is designed to protect hair from the damaging effects of the sun, according to the firm. Three-SKU line is formulated with ingredients such as sunflower seed extract to defend hair from UV rays, moringa seed extract to condition and protect hair from stress and bioflavinoids to prolong hair color. Products feature a citrus coconut scent. Summer Hair includes Sun Bandana, a "light, water-resistant, crème gel formula that conditions and strengthens hair" while providing sun protection, firm says. Beach Waves is a spray that adds texture to wet or dry hair, while Wash & Wear refreshes hair with "innovative 'cleansing magnets.'" Formulas, which will retail for $20 apiece, will bow March 15 in department and specialty store doors including Neiman Marcus, Nordstrom, Sephora and C.O. Bigelow...
Marketing In Brief
Max Factor: Lash Lift waterproof mascara will roll out in July, supported with print ads, couponing program and in-store displays, Procter & Gamble division announces. Product will come in rich black and black brown shades for $6.50. Lash Lift also is available in a non-waterproof formula. Colour Perfection lip gloss will bow in July, offering lasting shine and sheer, moisturizing color, firm says. Gloss will be available in champagne, petal and praline shades for $6.10 apiece. Shimmer Perfection lipstick is rolling out now in 10 shades for $7.30. Product is a gel-based, shimmery version of Colour Perfection lipstick, Max Factor notes...