Post by MileySmiley08 on Feb 25, 2008 19:40:50 GMT -5
Critical Mass: Hannah Montana Enters Hair Care Segment
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NEW YORK — Lotta Luv is banking on a lotta girls loving Hannah Montana.
Lotta Luv, known primarily for its licensed candy lip and body products, is branching into new territory with a shampoo and conditioner bearing the image of the current high priestess of pop.
The 8-oz. shampoo, conditioner and glitter spritz spray will ship this summer in time for back-to-school to major mass market accounts. Retailing for $6, the shampoos and conditioners are aimed at a target audience currently underserved by current choices, according to Steph Fogelson, president and chief executive officer of Lotta Luv. "There are very few choices for the teen and tween category in hair care, so we see this as a big opportunity," he said.
The company got a taste of the Hannah craze last year when it launched temporary hair colors, hair braiders and hair color kits also under the Hannah Montana license from Disney. Based on that success, Lotta Luv decided to introduce its first hair care products.
Hair care sales are currently enjoying modest increases. According to AC Nielsen, sales for the 52-week period, ended January 26, totaled $4.43 billion, up 2.4 percent (excluding Wal-Mart).
Category leaders are general market brands such as Herbal Essences, Sunsilk and Fructis. There are few niche market brands in the top-seller list, a point Fogelson hopes to change. Young users have few choices once they outgrow youthful characters or L'Oréal's iconic kids brand, buyers said. Fogelson hopes to see it merchandised near Herbal Essences, a brand some teens are selecting, but may switch once they see the Montana choice. Even a splinter of sales in the huge market can translate into millions of dollars.
Several top chains contacted by WWD did confirm they are interested in Hannah Montana hair care based on the sheer selling power the character — played by Miley Cyrus — commands.
There are currently several beauty items available at mass including fragrances from Boom LLC, wigs from Skaffles, select products from Townley and the hair accessories from Lotta Luv. Since on the TV show the Montana character changes from an average schoolgirl named Miley Stewart with mousey brown hair to a rock star with a fabulous blonde do, hair care products are a logical choice, said Fogelson.
www.wwd.com/issue/article/122635?src=rss
NEW YORK — Lotta Luv is banking on a lotta girls loving Hannah Montana.
Lotta Luv, known primarily for its licensed candy lip and body products, is branching into new territory with a shampoo and conditioner bearing the image of the current high priestess of pop.
The 8-oz. shampoo, conditioner and glitter spritz spray will ship this summer in time for back-to-school to major mass market accounts. Retailing for $6, the shampoos and conditioners are aimed at a target audience currently underserved by current choices, according to Steph Fogelson, president and chief executive officer of Lotta Luv. "There are very few choices for the teen and tween category in hair care, so we see this as a big opportunity," he said.
The company got a taste of the Hannah craze last year when it launched temporary hair colors, hair braiders and hair color kits also under the Hannah Montana license from Disney. Based on that success, Lotta Luv decided to introduce its first hair care products.
Hair care sales are currently enjoying modest increases. According to AC Nielsen, sales for the 52-week period, ended January 26, totaled $4.43 billion, up 2.4 percent (excluding Wal-Mart).
Category leaders are general market brands such as Herbal Essences, Sunsilk and Fructis. There are few niche market brands in the top-seller list, a point Fogelson hopes to change. Young users have few choices once they outgrow youthful characters or L'Oréal's iconic kids brand, buyers said. Fogelson hopes to see it merchandised near Herbal Essences, a brand some teens are selecting, but may switch once they see the Montana choice. Even a splinter of sales in the huge market can translate into millions of dollars.
Several top chains contacted by WWD did confirm they are interested in Hannah Montana hair care based on the sheer selling power the character — played by Miley Cyrus — commands.
There are currently several beauty items available at mass including fragrances from Boom LLC, wigs from Skaffles, select products from Townley and the hair accessories from Lotta Luv. Since on the TV show the Montana character changes from an average schoolgirl named Miley Stewart with mousey brown hair to a rock star with a fabulous blonde do, hair care products are a logical choice, said Fogelson.
www.wwd.com/issue/article/122635?src=rss
