For travel retail, Nexxus is offering eight different regimens (otherwise only all available in the USA*), with each shampoo, conditioner and additional treatment/s having a targeted purpose. Crucially, each is custom crafted to work together as part of a total system that delivers intense nourishment to hair, restoring protein levels that have been lost and creating perfect equilibrium so it moves with beautiful fluidity. Says Unilever Global Travel Retail Business Manager Rosalyn Frayna: “We see Nexxus as filling an as yet untapped niche in the travel retail hair care market for a premium, upscale systematic range that will sit alongside and complement but not detract from our current Toni & Guy brand offer.
Nexxus brings a complete regimen offer into travel retail and Frayna points out that this brand offers significant unique selling points. Combining the best of science with the rarest and most exclusive ingredients of nature that include world firsts such as a water based serum infused with protein complex to nourish hair at the deepest level, the Nexxus range includes 20 patented formulas. The eight systems all use:
Silicone free shampoos: with 100% pure elastin protein and patented fibre actives to rebalance hair by cleansing and replenishing nutrients within, leaving hair responsive and prepared for the next conditioning step.
Conditioners: enriched with concentrated elastin protein and patented nano silicones that envelop the hair surface with an ultra fine film to restore the protective barrier, flattening cuticles for seamless movement, without adding weight. This increased lubrication makes hair more aligned, flexible and smooth. Microsheet Conditioner Technology, protected by 5 patents, acts as a lubricant that holds hair fibres apart by trapping water between them. This provides instant smoothness during rinsing, preventing tangling and reducing hair breakage.
The eight regimens are available to travel retail in 400ml sizes (otherwise only available in the USA) and include:
Therappe/ Humectress - for normal to dry hair
Emergence – for weak and damaged hair
Youth Renewal – for fine or weakened hair
Oil Infinite – for frizzy or unruly hair
Nexxus HydraLight – for normal to oily hair
Promend – for hair prone to split ends
Diametress – for fine and flat hair
Color Assure – for coloured hair
Each system is presented in purposefully designed packs created in a sophisticated colour palette, with the tones of each collection reflecting an understated feminine softness and the whole being unified by the Nexxus iridescent flash which runs across all pack forms.
The Nexxus launch also benefits from the popularity of its New York Salon – said to be the most progressive in the world. Under the creative direction of Kevin Mancusso, clients are treated to revolutionary, unique and fluid journey of holistic hair restoration.
The Nexxus collection is supported by an extensive range of POS, merchandising systems including a pop-up store format (used in Selfridges, London) and can introduce theatre and animation into the retail arena through various options such as digital screens and an interactive mirror that can allow onsite stylists to analyze hair health, texture and density. Continues Frayna: “We are all aware of the need to encourage foot-fall into airport retail areas through consumer engagement. Nexxus is perfect for this with its focus on hair as a living concept – this enables us to create compelling visuals and interactive animations that will draw in consumers and encourage browser to shopper conversion.
We’re very much looking forward to introducing Nexxus to buyers at the Singapore show where we’ll once again have a very innovative and powerful stand that uses black and white brickwork to distinguish between this new launch and our existing travel retail brand: Toni & Guy. We have one wall in black brickwork for Toni & Guy and two in white for Nexxus – we’re optimistic that it will really stand out.”
* Four of the regimens are available in the UK and Brazil.
About Nexxus: An acronym representing Nature and Earth, United by Science with the xx’s representing the connection of science and nature.
From the very beginning, Nexxus has been a leading innovator in hair care. Founded by Jheri Redding in 1979, he was one of the first people to believe that human hair is alive, and when treated with protein, is replenished with life. Using science to explore different sources and types of proteins, Nexxus has always produced leading products. It was the creator of the modern day conditioner, one of the first to introduce keratin and other ingredients like antioxidants, vitamins and botanicals to hair products. Nexxus developed a purposefully crafted system in which shampoo and conditioner each have a unique role that, together, restore hair, so it moves with beautiful fluidity, alongside
a styling range infused with a combination of high performing technologies for creating lasting and effortless looks.Until 2005, Nexxus was available exclusively in salons. Alberto-Culver purchased the brand and brought it into retailer distribution in 2006, mindfully protecting the salon-quality performance and luxury of every product.
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