Retail Merchandiser.com: With constant innovation in products, ingredients and formulations, mass market hair care vendors continue to raise the bar, effectively blurring the line between mass and prestige products. These products target an ever-widening range of hairstyle and hair texture needs.

This fragmentation and diversification is being fed by retailers' growing desire to target-market shoppers in almost every retail category. This bodes particularly well in hair care, since there is no one hot style this year. Straightened hair is in, natural curly hair is in, 'short and sassy' is still popular and so is long and lustrous. Each demands a different formulation. If there is any hairstyle trend, it is the trend of individuality and personal style.

"As a mass market player, you've got to think like a salon brand," says Mike Indursky, vp marketing for Garnier. "Consumers are very discerning. They expect more. We have to work harder to deliver products that are unique, fresh and deliver on their promises. You've got to break through the clutter. From a technology standpoint, the difference between prestige and mass products is minimal."

Unilever recently introduced three new ThermaSilk smoothing products designed especially for women with curly and wavy hair. The line will help heat style natural and curly textures, while keeping hair smooth, sleek and frizz-free. Dove recently debuted a line of products that provide styling benefits, but allow natural movement. The products are designed to provide long-lasting volume and control without leaving hair feeling stiff or sticky. P&G's new Pantene Pro-V Relaxed & Natural Color Radiance line for color-treated hair helps keep naturally dry African-American hair moisturized and strong. Garnier's offerings include Fructis Style Surf Hair, a matte texturing paste that gives a tousled, straight-from-the-beach look but has strong molding abilities. P&G recently launched an Aloe Smoothing Cream under the Clairol Herbal Essences brand that helps to condition and style, and a Humidity Defying Gel that is good for both smoothing and taming.

Catering to Each Strand [Retail Merchandiser.com]