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Rolls out an array on new products.
January 6, 2015
By: TOM BRANNA
Editor
The war may be long over for Helen of Troy, but the daily battles for shelf space continues. The company's Idelle Labs Ltd. division is calling in reinforcements by rolling out an array of products for 2015. Infusium23 has introduced restaged formulas for its Repair + Renew and Moisture Replenisher collections and a sleek new packaging redesign. Repair + Renew with Keratin & Argan Oil boasts an advanced formula fortified with pro-vitamins, proteins and amino acids to strengthen hair and prevent damage. This line now includes a fourth SKU, Heat Tamer, which shields hair from the damaging effects of heat styling, leaving hair soft and shiny without oily residue. Moisture Replenisher with Avocado & Olive Oil blends nourishing vitamins, minerals and antioxidants to maximize hydration for silky, healthy hair. This collection is best for taming frizz, moisturizing dry scalp and detangling. “Smoothing Creme” has also been added as a new product for those seeking a heavier leave-in treatment for reducing frizz and restoring shine without weighing hair down. “We feel these new formulas continue to support the mission of the brand,” says Rick Cutler, VP-personal care grooming & liquids. “The ingredients were strategically chosen to amplify the hair repair benefits of each product.” In addition to the restaged formulas, Infusium23's packaging has received a redesign. The silver color and sleek, yet feminine typography are off-set by silver foil. The bottle shape has evolved for increased shop-ability and each product category has a different cap to help consumers easily identify products. Infusium23 products are available at major retailers nationwide for a suggested retail of $6.99. More info: www.infusium23.com. Also in hair care, Pert Plus, the original 2in1 shampoo and conditioner, has added Thickening 2x, which features a pH-balanced fortifying formula that strengthens and boosts density, for hair that looks fuller and feels 2x thicker. Enriched with caffeine, hydrating vitamins and protein-dense minerals, Thickening 2x moisturizes and helps improve fine or thinning hair. The new formula features our first new scent for Pert Plus, a fresh, cool and masculine fragrance. “We are pleased to add a new product that further addresses the needs of our consumer base,” says Cutler. “Thickening 2x truly meets our goal of offering simple, yet effective hair care products.” Pert Plus products are available at major retailers in 13.5oz and 25.4oz nationwide for a suggested retail price of $3.59 and $5.79, respectively. More info: www.pertplus.com. Idelle Labs has underarm areas covered, too. For guys, Brut has unveiled two new antiperspirants with advanced odor protection technology. Both scents are encapsulated to release fragrance when they come in contact with sweat, according to Idelle. The result is superior fragrance delivery for 48-hour protection.The new fragrances include Stamina, a modern, masculine scent combining citrus floral top notes of lavender, green herbaceous and fresh grapefruit. Overdrive captures the cool, calming and fresh essence of clean white linen with a combination of citrus and green herbaceous top notes, according to company executives “We are proud to introduce two new SKUs to the product set,” says Cutler. “The Brut brand has stood for a classic, American definition of masculinity for over 40 years, and we believe the new offerings continue in that tradition.” Brut's newest products are currently available at major retailers nationwide for a suggested retail of $2.79-$3.49 each. More info: www.brutworld.com. Finally, the Sure lineup has two new scents: Fresh & Cool and Powder Fresh, which are reformulations of the existing Fresh Scent and Powder Scent, and feature encapsulated structures that release fragrance throughout the day for 48-hour protection. Fresh & Cool and Powder Fresh are both available in original solid and invisible solid. Sure's newest products are currently available at major retailers nationwide for a suggested retail of $1.99-$2.99 each. More info: www.suredeodorant.com.
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