New Borghese hair care line to hit mass

NEW YORK — Global cosmetic, skin care, fragrance and spa company Borghese has partnered with Primary One Brands, which provides salon-branded products to all classes of trade, to launch a new line of hair care products by Borghese.

Available at retail as of January, the new line of Italian-inspired products features a range of shampoos, conditioners and styling products. The products are formulated with Borghese’s proprietary Acqua Di Vita complex, the main age-defying ingredient found in many of the company’s products. This complex is found in mineral waters and volcanic mud in the Italian region of Tuscany, and is known for its rejuvenating effects.

The new line of Borghese hair care products includes Venetian volumizing shampoo and conditioner, Modena moisturizing shampoo and conditioner, Salermo silking hair oil, Tuscany thickening cream, Giovanni volumizing hair gel, Siena styling spray, Siena finishing hair spray, Milan volumizing mousse and Capri style-in conditioner. The price point ranges from $13 to $18.

IMC, a licensing and global brand management company, collaborated with Borghese and Primary One Brands in the launch.