The hair-coloring category has become home to a variety of semipermanent enhancement products.
, members of this subcategory require little consumer commitment and typically wash out after six to eight shampoos.
Despite these similarities, the products are differentiated with highly specialized results. Clairol's Glints, for example, accents tones and provides luster while Brights lightens hair and enhances highlights. L'Oreal's Castings provides complimentary tones and brightness whereas the Advantage line brightens natural colors and lightly covers gray. Taken alone, the subtle differences listed above can be somewhat confusing. Combined with other hair-coloring products including semipermanent dyes and color-enhancing shampoos, the variety of distinct end uses often overwhelms consumers and discourages purchases. "It's a fear thing," said Judith Langer, president of Langer Associates, New York. "People are quite naturally terrified of buying the wrong product and making a mistake that will ruin their appearance."
Manufacturers, however, have reacted with accelerated consumer-awareness programs. "It should be noted that manufacturers are being proactive in educating the consumer," said Wally West, product manager for McKesson Service Merchandising, Harrison, Ark. "Retailers are responding to the resulting demand. The real revolution in hair care is the upscale trend across the board. Hair-color enhancers are a part of this trend."