P&G Salon Professional has introduced Nioxin, a unique brand which claims to reverse the effects of thinning and promises thicker and fuller looking hair. Now for the first time, men and women in India will also be able to experience Nioxin advanced products. Nioxin has coined a new definition for hair thinning based on scientific, stylist and consumer insights which is thinning hair – a condition that indicates poor scalp, fewer hair strands and finer hair strands.
Inspired innovation
A close look at hair biology reveals three areas that can impact hair appearance and condition. Scalp and hair environment called Derma, hair growth cycles called Density and the change of hair structure over time called Diameter. Nioxin has approached the formulation of its products by linking the three components of thinning hair to these factors and then formulated real science-based solutions with its three therapies: Derma renew service or facial for scalp: Cleansing hair and scalp to remove sebum and residues.Density protect: Conditioning and protecting hair to help reduce hair loss due to breakage. Density repair: By thickening each hair strand.
Dr Jaishree Sharad, Dermat Nioxin Panel, Celebrity Cosmetic Dermatologist and CEO of Skinfiniti Aesthetic Skin & Laser Clinic, Mumbai, India and the Vice president of the Cosmetic Dermatology Society of India (CDSI) since 2010 shares other important aspects of the product. She adds, “Our scalp is an extension of facial skin and Nioxin has come up with this advance hair care approach similar to skin care. The three-part system comprises of a cleanser, scalp therapy and treatment which are formulated with custom-tailored technologies and ingredients that address each of the areas of hair biology in different combinations. The results are truly customised answers that help men and women effectively to achieve thicker and fuller-looking, thriving hair.”
Stan Newton, P&G Salon Professional Creative Director further explains, “Nioxin has the power of P&G scientists from across the world, giving it access to P&G’s newest,powerful technologies for its formulations.Today the leading salon professional brand specialising in thinning hair is expanding its reach. We want to enable men and women to regain their confi dence and sense of control over hair thinning, no matter how much hair they have. Our aim is to prove to consumers that hair thinning can be addressed and Nioxin is a proven solution to the problem.”
Product performance
About 70 per cent of users noticed their hair looked more thick and dense after just four weeks of use. Also, clinical testing shows that the Nioxin Density Restoration Treatment is so effective that it helps reduce hair fall by an average of 54 per cent. Also, 70 per cent of consumers used Nioxin once have never switched to any other brand.
Reasons for hair thinning in recent times
Thinning hair is a highly common occurrence that affects men and women of all ages in many countries around the world. The main reasons for hair thinning are genetics, nutrition and diet, environmental factors, stress and trauma, health issues and
some medication.
How does this product work
Nioxin’s approach to hair thinning as a problem is advanced hair care inspired by skin care.It consists of a three steo product system designed for daily use. There are six different systems customised to individual needs System 1-6. On cleansing, moisturising and treating, Nioxin believes that these same three components are essential for optimal hair and scalp care.Nioxin’s newly redesigned three-part systems (cleanser, scalp therapy, and treatment) cleanse, optimise and treat the scalp and hair via tailored technologies and custom-tailored ingredients to deliver the appearance of thicker, fuller-looking thriving hair.
Ingredients of the product
Nioxin’s three-part system (cleanser, scalp therapy, and treatment) is formulated with tailored technologies and custom-tailored ingredients that address three factors of thinning hair (as per Nioxin’s defi nition) in different combinations for truly customised answers that help men and women achieve the appearance of thicker and fuller-looking, thriving hair. The systems consist of six different technologies to achieve different Outcomes. BioAmp-Thicker looking hair, Transactive Delivery System-Refreshed scalp, Glyco Sheild-Protection, Smooth Plex-Smoothing Control, Scalp Access Delivery System-UV Protection and Activ Renewal-Shine. Nioxin products may be used indefinitely to help maintain a healthy scalp environment and to help improve the appearance of fine or thinning hair and are liquid and foam based products.
India connect
Nioxin has become part of the P&G in 2008.We are launching it at the right time in the Indian market after evaluating that this is a very strong consumer and salon need. We wanted to be fully ready for the launch and ensure that Nioxin grows salon’s care service revenue.
Challenges in bringing this product to India
Nioxin is only manufactured at very select locations globally. We are importing products from Europe to be launched in India. This involved a line of regulatory and compliance checks before its launch.
Distribution strategy
Nioxin is a highly consultation oriented brand and it is critical to enable the stylists to deliver this especially because hair thinning is such an emotional topic. The products and services are priced at Rs2,000 and above. Hence, we will be available at the top-end prestige salons of the industry in the launch year where stylists can do a quality consultation and consumer can afford the products and services.
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