Revlon "Treats" Hair Care With Premium-Priced Line
This article was originally published in The Rose Sheet
Executive Summary
The introduction of Revlon Hair Treatment into the U.S. market will build opportunities in an untapped category when the line debuts in September, according to Exec VP/General Manager of The Revlon Brand Equity Group Cheryl Vitali.
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The introduction of Revlon Hair Treatment into the U.S. market will build opportunities in an untapped category when the line debuts in September, according to Exec VP/General Manager of The Revlon Brand Equity Group Cheryl Vitali. The nine-SKU line, priced at $9.99 apiece, is Revlon's first premium-priced treatment hair care offering. The company currently markets the Flex and Outrageous hair care brands, but unlike competitors Neutrogena and Procter & Gamble, has not participated in the premium category. The line, which "re-texturizes, revitalizes and re-energizes" hair, will command its high price tags because it "has high efficacy and more of a salon-like approach," Vitali noted. The line originally debuted in Europe more than a year ago, and its U.S. presentation mirrors the initial launch, the exec explained. Products are housed in mineral green tubes, bottles and jars with black writing. Outer packaging consists of white boxes with mint green print. The products were developed with a patented Peak Treatment Complex that "works to fill in breaks in the hair cuticle to provide maximum smoothness, manageability and shine," the company claims. Products also include antioxidants, pro-vitamin B5, silk protein and a UV filter. Revlon Hair Treatment comprises three collections: Moisture Replacement, Maximum Volume and Finishing. The Moisture Replacement Collection consists of 5-SKU's to moisturize dry, damaged hair, Revlon said. Products include a shampoo, conditioner and hair mask, as well as Miracle in a Tube leave-in conditioner and Dual-Phase Styling Conditioner that mends split ends and acts as a protective shield, Revlon said. The Maximum Volume Collection includes a shampoo and conditioning spray, and the two-SKU Finishing Collection features a Moisturizing Style Foam and Hair Strengthening Spray. A full advertising campaign, breaking in September, will back the launch. The new introduction is one of many that will occur as part of Revlon's new global strategy (1 (Also see "Revlon Global Strategy, Product Introductions Aim To Boost Growth" - HBW Insight, 7 Aug, 2000.)). |