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Article: Spraying a niche. (Neutrogena Hair Spray for permed and colored hair) (Brief Article)
- Article from:
- WWD
- Article date:
- November 20, 1992
CopyrightCOPYRIGHT 1992 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK -- Neutrogena is entering the $650 million hair spray market, but the company is doing it with a twist.
Instead of introducing a regular product for all hair types, Neutrogena rolled out Neutrogena Hair spray this week for permed or color-treated hair, a specialty product that the company claims is a first. It was introduced in 12,000 mass outlets.
"Nearly 75 percent of women perm or color their hair and 60 percent of women use hair spray almost on a daily basis," according to Maria Pippo-Kretschmer, senior marketing manager for hair care at Neutrogena. "We saw an opportunity to enter a profitable category from a niche perspective. There are ...