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Byline: Andrea Nagel, Molly Prior, Julie Naughton, Megan McIntyre
Out Damned Spot!
Procter & Gamble's Olay is looking to redefine the antiaging segment with its new line, Definity. Whereas most products are formulated to reduce the appearance of wrinkles, Definity addresses a woman's skin tone, namely the spots and hyperpigmentation accrued over the years from the sun and other environmental factors. Consisting of three products-a foaming moisturizer, a corrective lotion and an intense hydrating cream, each retailing for $27.99-the line will replace Regenerist as P&G's largest skin care effort, in terms of technology and marketing efforts. The sales goal is equally as lofty: According to sources, Definity could generate between $110 million and $115 million in first-year sales, supported by a $50 million ad campaign.
Hair Heats Up
The mass market hair care market is in serious need of an injection of innovation and excitement-and the second half doesn't disappoint. This fall, look for one new brand and two overhauls of existing brands to shake up the sleepy category, which will receive an infusion of over $150 million in TV and print ads from these launches alone. New to U.S. shelves is Unilever's Sunsilk, a collection of six regimens targeting various hair types and needs, each of which offers a shampoo, conditioner and treatment item. Regimens are color-coded and feature women with relevant hairstyles on the bottles. A Web site, sunsilk.com, looks to communicate with target customers, ages 18 to 25 years old, and offers free products and information. Clairol's Herbal Essences brand is getting a complete makeover, one so drastic even loyal consumers may not recognize the new color-coded and ergonomic bottles on shelves. Ten new product collections consisting of more than 30 items round out the new Herbal Essences, with five focusing on improving the condition of hair, three for those interested in achieving a specific style, and two style collections. Arch-competitor L'Oral Paris is launching Vive Pro, a streamlined and redesigned version of Vive, with formulas that target hair that is color treated, damaged/frizzy and in need of styling products. A men's version of Vive Pro targets thickening and dandruff issues. (For more, see "Prime Time" on page 24.) Meanwhile, in the ever-hot professional market, L'Oral's elite brand Krastase is making over its …