Online Exclusives

Drink Up

March 31, 2009

Vitamin Shampoo targets the energy beverage set with superfruits collection.

Drink Up!



VitaminShampoo targets the energy beverage set with superfruits collection.



By Melissa Meisel
Associate Editor



Are your tresses in need of some nourishment? How about a concoction of Gogi Berry Green Tea, Noni Berry Lemongrass or Pomegranate Blackberry?


Those exotic superfruit formulations join others such as Acai Berry Guava, Mangosteen Yogurt, Blueberry Avocado, and Dragonfruit Kiwi in Vogue International’s new VitaminShampoo hair care line.


Fashioned after the popular Vitamin Water beverages, the collection of healthful shampoos and conditioners feature highly potent superfruits containing antioxidants, vitamins, nutrients, minerals, proteins and essential oils said to cleanse away life’s impurities—almost like an energy drink for the hair. Sulfate- and paraben-free, VitaminShampoo protects hair from harmful everyday elements such as pollutants, smog, free radicals, UV rays and chemicals that leave hair dry, exposed and thirsty.


According to Ross Reback, chief executive officer of Vogue International, “We created the VitaminShampoo brand around the concept of reintroducing vitamins as an essential priority in hair care, as we had recognized there was a void within the category. Our research and development then led us to identifying ‘superfruits’ as a huge emerging consumer trend, and decided to partner the high potency vitamin and antioxidant benefits of superfruits with the overall vitamin concept of the brand.”


To decide on the ingredients for each formulation, the masterminds at Vogue International looked not only at the more popular superfruits, but also those that had the highest vitamin and antioxidant content and that served the features and benefits of each item in the VitaminShampoo collection, said Mr. Reback.


“We partnered superfruits such as acai, gogi berry, noni berry, mangosteen, blueberry and pomegranate with other ingredients such as yogurt, avocado, lemongrass, guava, green tea and more—all of which extend vital benefits to hair,” he told Happi.com.


As for the packaging, Vogue International designed both the bottle and the labeling to evoke an active lifestyle, noted Mr. Reback, with an energy drink “look and feel” to target the right demographic.


Future plans for the collection include a complementary line of vitamin-infused hair treatment/styling items, and possible new flavor collections to join the colorful array out in mass market stores now.


More info: www.vitaminshampoo.com


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