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Article: Add it up: two-in-one products score points. (hair preparation industry combiness shampoo and conditioner; Datamonitor report)(Hair Care)
- Article from:
- WWD
- Article date:
- May 16, 1997
- Author:
CopyrightCOPYRIGHT 1997 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 -- Sometimes one plus one adds up to more than two.
That's what marketers say about the two-in-one shampoo and conditioner category as it continues to gain prominence in hair care. In fact, manufacturers say they are searching for how to capitalize on consumer excitement over two-in-one technology with new products.
According to the recent "U.S. Hair Care 1997" report published by Datamonitor, a strategic management company, the two-in-one category gained in mass market share from 25.7 percent in 1992 to 30.5 percent in 1996, or $553 million in sales. During the same period, standard shampoos slid from a 64.5 percent share to 57 percent.
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