L’Oréal Garnier Fructis Gets Stylish With New Entries
This article was originally published in The Rose Sheet
Executive Summary
L'Oréal plans to build upon the equity of its Garnier Fructis shampoo and conditioner line in February with the launch of Fructis Style, the brand's first line of styling products in the U.S
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L'Oréal plans to build upon the equity of its Garnier Fructis shampoo and conditioner line in February with the launch of Fructis Style , the brand's first line of styling products in the U.S. Bowing in food, drug and mass market retailers nationwide, the range will debut as a complement to the shampoo and conditioner introduced in the U.S. earlier this year (1 , p. 5). The 13-SKU collection is formulated with a fruit-based micro-wax technology made of kernels of mango and apricot seeds to moisturize hair, according to the company. Scented with notes of lemon, lime and green apple, the formulas also contain lemon fruit extract, which adds strength to hair and enhances shine, the firm claims. Targeted to men and women ages 15-34, Fructis Style features "salon-inspired" products, including Fiber Gum Putty, a malleable fiber gel for hold that is activated when rubbed between hands, L'Oréal said. Other salon-positioned products include Shake Effect Liqui-Gel in strong and extra strong formulas, Smoothing Milk and Wet Shine Gel. Products in the "basic" line include Super Stiff Gel, Curl Shaping Spray Gel, Curl Construct Mousse, Volume Inject Mousse and four versions of Full Control Hairspray. Formulas are housed in the same bright green packaging as Fructis shampoos and conditioners. Items will be line-priced at $2.99 retail, L'Oréal said. The firm will support the launch with TV and print ads during the first quarter, the company added. Fructis Style builds on L'Oréal's initiative to transform Garnier into a household name in the U.S. About 75% of Garnier sales currently are generated in Europe, according to L'Oréal. The styling collection has performed well internationally, where it was launched in 2001 (2 , p. 4). In addition to Fructis, L'Oréal also markets the Nutrisse and Lumia brands under Garnier. |