Hair care is a category of stark contrasts, and is especially challenging to supermarkets that target boomer and senior women. These consumers can afford and want high-end indulgences in personal grooming, but find supermarket category offerings inconsistent and insufficient to meet their complex needs. One contrast is in pricing. New-technology formulas that enhance the health and look of hair are extending category price points, and women -- particularly those 40 and older -- seem ...

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