Features

Slick Hair Moves by Robanda

November 9, 2005

With the acquisition of Jingles Academy, a skin care manufacturer enters the hair care business.

Long-time skin care product manufacturer Robanda In-ternational has found a perfect launching pad into the hair care industry. Following the March acquisition of hair care manufacturer and educator Jingles, the company has plans to make it one of the top salon hair care brands in the world. Jingles, a 26-year-old UK-based hair academy and product line, touts its tutelage of successful hair executives such as the founders of Rusk and John Paul Mitchell. But while Jingles may be proud of its didactic heritage, the company's former owners didn't exactly hit the books when it came to product expansion.

"The past owners did not promote the Jingles products at the education sites; they focused more on education," explained David Leib, president, Robanda International, San Diego. "But we plan to promote the products."

Sixteen years ago, Jingles Academy began training U.S. hair stylists in New York. The products followed four years later. Currently, Jingles operates several satellite academies in the U.S. in addition to holding in-salon seminars to teach new hair techniques and styles. Classes can also be taken in many countries throughout the world. In addition, Robanda is increasing U.S. distribution of Jingles products, but company executives insist they are committed to maintaining their salon-only status.

Jingles' packaging features bright colors to catch consumers' attention.
"Much of the hair care industry's growth has been through diverted products, but Jingles is for salon use only," noted Mr. Leib. "We are very conscious of being purely a professional brand." (For more on diversion, see p. 50 in this issue.)

The 45 SKU Jingles line received a makeover to help expand its wings in the salon hair care market. Robanda plans to reformulate the four original Jingles shampoos this fall for enhanced performance and is designing an in-salon display case on wheels. The company also plans to make its wild colors even brighter. Jingles features loud primary colors that stand apart from the black and white products that proliferate on most salon shelves. The most popular Jingles product, Mr. Leib insists, is the company's large yellow Mega Hold hair spray.

"In fact, Jingles' Mega Hold hair spray accounts for 22% of the company's annual sales of $6.5 million. It was created for the salon professional who is more demanding of products and performance," said Mr. Leib.
Eclectics is a new line for damaged hair.

To help consumers find the right product, Jingles' packaging is color-coordinated. There's blue for shampoos to emulate water on the hair, green for conditioners to spotlight botanical ingredients, red for styling products and yellow for finishing products.

The largest size is 32-oz. to assist stylists in holding and dispensing the products. Jingles also offers the Mega Gun, an accessory for the Mega Hold hair spray that allows stylists with either long nails or slippery hands to dispense the spray easily. In August, Jingles launched Mousse Forte in a Ferrari red can to meet the need for a crisp and wet look. Also new is the Scalp Reju-venating line, featuring shampoo, conditioner and a tea tree oil-based product to treat dandruff.

The company also introduced the Eclectic hair care line in white and gold packaging for severely dry and abused hair. Mr. Leib explained the line purposely does not mention the Jingles name so it will be set apart from the brand as a reparative hair line. Eclectics features seven SKUs and spotlights botanicals as the leading ingredients instead of water or alcohol. The company recently added Emulance shampoo to the Eclectics line.

"The company is 90% inherited, but our new SKUs prove what can be done. They say the cream rises to the top and Jingles products, with their performance and education, will rise to the top," Mr. Leib insisted.

Jingles will be exhibited at five hair shows a year where sales reps will promote the brand as a premier line. Mr. Leib said that with Robanda Inter-national's international footing, Jingles has the ability to be introduced worldwide quickly as well. But for the first year, distribution will be focused on the U.S. Currently about 7,500 salons in the U.S. sell Jingles products and amass sales of $6.5 million. Challenges remain, however, in the booth-rental style found in much of the Midwest U.S. Executives predict distribution will increase to an additional 5000 salons and sales should top $10 million next year. The products already feature Spanish, French and English on the packaging, which will facilitate international expansion. If their predictions are correct, the folks at Jingles will be singing a happy tune.

Related End-User Markets:

Related Raw Materials:

  • Erasa

    Erasa's New Evangelist(a)

    January 9, 2017
    Impressed by the performance of its hero SKU, supermodel Linda Evangelista joins the company in a hand's on role.

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • The Top Stories of 2016

    The Top Stories of 2016

    December 26, 2016
    The companies and topics that grabbed headlines and your attention this year.

  • Hitting the Right Notes

    Hitting the Right Notes

    January 6, 2017
    Agilex Fragrances is the leader in the middle market fragrance category.

  • The Smell of Clean in 2017

    The Smell of Clean in 2017

    January 6, 2017
    Changing consumer lifestyles and demographics are impacting the scents found in the household cleaning category.

  • On the Edge

    On the Edge

    January 6, 2017
    Expanding beauty brands to watch in 2017

  • A New Contender?

    A New Contender?

    January 6, 2017
    Detergent sales are up, innovation continues and Henkel is determined to make it a dogfight in the segment.

  • Engagement 2016

    Engagement 2016

    January 6, 2017
    CSPA convenes in Fort Lauderdale for annual meeting.

  • Slow & Steady

    Slow & Steady

    Tom Branna, Editorial Director||December 1, 2016
    In a tumultuous environment, steady gains posted in the industrial and institutional cleaning sector are welcomed.

  • The World Comes to Orlando

    The World Comes to Orlando

    Tom Branna, Editorial Director||December 1, 2016
    More than 1,600 chemists traveled to Florida for the IFSCC Congress

  • The Plex Phenomenon

    The Plex Phenomenon

    Denise Costrini, Croda North America||December 1, 2016
    Croda details the hair-protecting qualities of bond multipliers and the company’s new bond-building formulation system.

  • New Hair Care Ingredients

    December 1, 2016
    Check out the latest releases from suppliers.

  • Hair & Now

    Hair & Now

    Melissa Meisel, Associate Editor ||December 1, 2016
    The shampoo and conditioner category is expanding with modern takes on these classic formulations.

  • Perform or Perish

    Perform or Perish

    Christine Esposito, Associate Editor||December 1, 2016
    Success in today’s skin care sector begins with active ingredients, formulated in products that address modern-day issues.

  • Aromas Revealed: Fragrance Disclosure

    Aromas Revealed: Fragrance Disclosure

    Daniel Greenberg, Agilex Fragrances||November 2, 2016
    Fragrance disclosure is a potentially dangerous issue.

  • New and Noteworthy:  Fine Fragrance Roundup  for Fall 2016

    New and Noteworthy: Fine Fragrance Roundup for Fall 2016

    Melissa Meisel, Associate Editor||November 2, 2016
    Check out the latest launches in fragrance this season.

  • Soap Opera

    Soap Opera

    Christine Esposito, Associate Editor||November 2, 2016
    FDA’s recent antibacterial ruling has soap sector stakeholders scrambling to keep some ingredients in their formulation kit.

  • New Ingredients for  Household Cleaners

    New Ingredients for Household Cleaners

    Tom Branna, Editorial Director||November 2, 2016
    Here are ingredients introduced by suppliers during the past 12 months.

  • A-Okay!

    A-Okay!

    Imogen Matthews, For In-Cosmetics||November 2, 2016
    K-Beauty influences cosmetic development around the world.

  • Shine On

    Shine On

    Melissa Meisel, Associate Editor||November 2, 2016
    Oral care products are rising to the task with innovative components.

  • Next Gen  Antiseptics

    Next Gen Antiseptics

    Emily Kalal and Katherine S. Maka, RITA Corporation||November 2, 2016
    RITA researchers detail the benefits of 0.75% chlorhexidine gluconate (CHG) antiseptic handwash

  • Proof Positive

    Proof Positive

    Christine Esposito, Associate Editor||October 3, 2016
    Testing service providers enable companies to back up their claims and stay in compliance with regulations.

  • Change Is in the Air

    Change Is in the Air

    Doreen Wang, BrandZ ||October 3, 2016
    Technology is changing the personal care market

  • Skin Care of One’s Own

    Skin Care of One’s Own

    Christine Esposito, Associate Editor||October 3, 2016
    Nu Skin’s ageLOC Me—which melds the worlds of smart-phone technology, efficacious ingredients and personalization

  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • What

    What's In Your Formula?

    Christine Esposito, Associate Editor||September 1, 2016
    A look at the ingredients beauty brands are using to fuel their formulations and capture consumers’ attention.

  • How Green Is Your Surfactant?

    How Green Is Your Surfactant?

    Tom Branna, Editorial Director ||September 1, 2016
    Suppliers offer a range of solutions to help household and personal care product formulators develop formulas

  • Special Effects

    Special Effects

    Melissa Meisel, Associate Editor||August 1, 2016
    Fall 2016 color cosmetics reflect light and offer a focus on elements like pigment, slip and wear.