12.14.12
Next month, Nexxus will roll out two new hair care lines that promise to improve the look of aging and damaged hair. Youth Renewal and Hydra-Light will be distributed at 25,0000 mass retailers, select drugstores and supermarkets nationwide.
The five-item Youth Renewal line is said to address the eight visible signs of hair aging: volume loss, breakage, dullness, roughness, dryness, brittleness, unruliness and loss of color vibrancy, all without silicones. Thinning hair is treated with a proprietary complex that includes vitamin E, wheat protein, keratin, essence of pearl and argan oil. Youth Renewal Rejuvenating Elixir is said to reduce strand breakage, fight frizz and moisturize with glycerin, a humectant commonly found in antiaging offerings. The Youth Renewal line also contains a dry shampoo, designed to absorb oil without leaving residue. Youth Renewal also includes Plump & Lift Blow Dry Spray, which is said to provide an 80% increase in volume and help hair stay smooth, and Rejuvenating shampoo and conditioner gently cleanse while restoring hair health.
The other launch, Hydra-Light, is aimed at at women over 30 with thin but dry hair. It has four products, including a Weightless Moisture Shampoo and Conditioner, which contain ingredients like coconut oil, deep sea minerals, antioxidants and nutrients.
Youth Renewal products are priced between $14.99 and $19.99, while Hydra-Light items range from $9.99 to $14.99.
Coinciding with the launches will be a “360-degree marketing campaign,” with a focus on education. “While the demographics are there, we are quite aware we need to educate women on the eight signs and how these products treat those signs and how you use them,” said Rubin, adding that the launch will offer “deeper levels of education both in-store and digitally.”