Finesse gets Clean + Simple

STAMFORD, Conn. — Lornamead is bringing new innovation to hair care with its new Finesse Clean + Simple line, the first dermatologist-tested hypoallergenic shampoo and conditioner developed for the mass market.

“Up until now, people with sensitive skin or allergies had to settle for expensive specialty or salon products to meet their needs. Now, they have a good, affordable option for the whole family where they usually shop for shampoo,” stated Randy Sloan, president of Lornamead, which acquired the brand from Unilever in 2006.

According to Lornamead, nearly 60% of women reported that they were concerned about allergens and harsh chemicals in products that touch their skin. People with these concerns tended to avoid such common allergens as dyes, sulfates and irritating fragrances. Finesse Clean + Simple is free of sulfates, parabens, gluten and dyes.

Furthermore, a 2008 study from the Department of Dermatology, University Hospital, Brest, France, found that 44.2% of the 1,011 respondents declared suffering from a “sensitive scalp” (47.4% of women versus 40.8% of men). Of those subjects, 11.5% reported having an associated scalp disease versus 1.1% of nonsensitive subjects. Hair loss significantly was associated with scalp sensitivity. The scalp was dry for 24%, normal for 58%, greasy for 16% and mixed for 1% of respondents. Meanwhile, 13% complained of prickling, 25% of itching and 2% of burning or pain. These symptoms were more frequent among those with a “sensitive scalp.” The main triggering factors were considered to be shampoos, pollution, heat and emotions.

To help those consumers with sensitive skin or allergies, the new Finesse Clean + Simple products have an extra gentle surfactant to cleanse hair without scalp irritation or excessive drying; a light fragrance that is certified hypoallergenic; a specially selected conditioning agent that promises to leave hair soft and shiny without build up and an advanced hairspray resin in a low alcohol hairspray formula.

The collection includes Clean + Simple shampoo for normal hair, Clean + Simple conditioner for normal hair, Clean + Simple shampoo for dry/color treated hair, Clean + Simple conditioner for dry/color treated hair and Clean + Simple flexible hold hairspray. The line started to ship at the end of December and currently is in Walgreens.

Finesse, which launched in 1982, now has a product portfolio that includes Finesse Self Adjusting Formulas, Finesse ReVitality for aging hair and the new Finesse Clean + Simple line.

According to SymphonyIRI Group, for the 12 weeks ended Oct. 31, 2010, at food, drug and mass (excluding Walmart), sales of shampoo rose 2.41% to $314.8 million, and sales of conditioners rose 1.4% to $208.7 million.

Finesse Clean + Simple will be available at retailers nationwide at a price of $2.99 to $3.99.