OGX Hopes to Jump-start Hairstyling Category

Can OGX reverse declining sales in the hairstyling category?
The Johnson & Johnson-owned brand in January is unveiling an ambitious range of hairstyling products — a first for OGX, which primarily focuses on shampoo and conditioners formulated with on-trend ingredients such as argan oil and coconut milk. OGX did a test of the line this year with Ulta Beauty, and it will roll out to drug and mass distribution in early 2018.
The line will consist of 16 products divvied up into six ranges — each range is centered on a natural hero ingredient that provides a specific benefit, such as smoothing or texture. The line consists of traditional styling products such as mousse and hairspray as well as hot items in the prestige market like dry shampoo and innovative formats including a texture spray wax and a cream-mousse blend.
Hairstyling is the problem child in today’s mass market hair landscape. Kline & Co. recorded a 4.1 percent dip in styling product sales in 2016, while shampoo and conditioner grew at 2.3 percent and 1.6 percent, respectively. In the 52 weeks ending Sept. 10, IRI reported hairspray was down 3.9 percent overall and gels and mousses were down 2.5 percent overall, with all the

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