AUBURN HILLS, Mich. — Continental Consumer Products plans to expand its Salon Grafix hair care line with Play It Big!, a collection of products that allow women to use a hair spray daily to get big, bold styles.
The company said the line of affordably priced, salon-quality products is slated to be rolled out early next year. Each product is enriched with a unique Keratin Protein Complex designed to help strengthen hair while providing maximum volume and body.
The Play It Big! hair sprays have a micro-mist diffuser cap designed to provide a salon-like misting application.
"Play It Big!’s daily regimen positioning could potentially increase the way a woman looks at using hair spray and boost the usage of the whole category," stated Lisa Yarnell, chief executive officer of Continental Consumer Products. "Because of its Keratin Protein Complex, women can now use a hair spray every day to deliver high performance and ‘big" results."
The new Play It Big! collection includes three hair sprays and four dry shampoos. Play It Big! Touchable Hold Hair Spray is a volumizing hair spray that gives lift and hold while maintaining touchable flexibility, Play It Big! Shaping Hair Spray is a fast-drying hair spray leaves hair manageable while also offering movable body and styling hold without static, and Play It Big! Firmer Hold Hair Spray offers stronger and longer lasting hold with superior humidity-resistant benefits and no residue.
Play It Big! Dry Shampoo is available in four shades: brown, blonde, black and clear. These waterless cleansers promise to refresh hair and provide instant fullness while adding volume boost and a hint of color.
The company noted that it has strong display and merchandising programs in place for the launch.
"We have exciting plans at the retail level for Play It Big! to ensure the launch is successful including in-store displays, instant redeemable coupons and ongoing support to keep the momentum going," commented vice president of sales Richard Cocco.
