Tesco launches new hair care line
designer hair care line that focuses on value-for-money products
for a range of hair types.
The line carries the name of celebrity hair stylist Denise McAdam and has been made up by the addition of a number of new products to a refreshed existing range.
The new range has been split to cater for different hair types, and includes anti-frizz, volume enhancing and colour-enhancing products.
The shampoo and conditioner products throughout the rage come in 250ml bottles and are priced at £3.47.
Market analyst Euromonitor estimated that the European hair care category was valued at €11.2 billion in 2004, compared to €8.4 billion in 1997, with an annual growth of 4.3 per cent.
The UK hair care market came in at €2 billion in 2004, compared to €1.6 billion in 1997, with 3.4 per cent annual growth.
The top two companies in the hair care sector in both Europe and the UK remain international giants Procter & Gamble and L'Oreal.
Tesco's introduction of the new McAdam hair care range follows a number of other recent launches by the retailer's health and beauty division.
It recently announced the launch of a new line of own-brand skin care products that focuses on the value-for-money treatment of spots.
The new Clear Skin range features seven products each formulated to treat various aspects of skin outbreaks for both adults and teenagers and priced at under £2.50.
The UK retailer also recently introduced two new skin care products - a plumping serum and a face mask - featuring natural active ingredients as part of its revised own-brand skin care range.
For the consumer, however, the main attraction of Tesco lies in its considerable economy of scale -last year it reportedly scooped an estimated £1 out of every £8 spent on the UK high street. It is in this respect that it is able to offer an assortment of cosmetic products which, when compared to high street prices, are also priced at a fraction of the cost.
The supermarket retail sector is an ideal place for marketers to invest, particularly around the lucrative Point of Sale (POS) areas - where a reported 55 per cent of women buy make up and other personal care products on impulse.
