Hair volumizers launch in brushed aluminum

A unique aerosol can with a brushed aluminum finish and complementary oversized aluminum overcap is providing an upscale look for Minneapolis, MN-based Regis Corp.'s Volum hair volumizer product line.

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The containers, in use since the line's Nov. '97 launch, are supplied by CCL Container's Advanced Monobloc Aerosol Div. (Chappaqua, NY). Manufactured via the impact extrusion process, the cans are then litho-printed in two colors, black for the "Volum" name and a metallic ink for the product-specific copy. Inside the cans, product is contained in CCL's Advanced Barrier System(TM) bag-in-a-can that separates the product from the propellant. When the actuator is pressed, the propellent exerts pressure on the bag, forcing product to discharge. The act of pressurized discharge, thanks in part to product formulation, causes the products to foam up instantly, without the need for lathering, reinforcing the "volume" theme. "The packaging is more expensive than conventional plastic bottles," concedes Bill Halfacre, senior vp retail/purchasing. "But we were looking for something different, with a really high-end look." The brushed aluminum, oversized overcap and pressurized delivery system are key design strategies for this package, says Halfacre. Sales, he says, "have been very encouraging." The products are sold at the company's Regis Hairstylist and Trade Secrets salons in the U.S. and Canada. The series consists of an $8.95 7.5-oz shampoo, a $9.95 9-oz leave-in conditioner, and $9.95 9-oz styling foam. An introductory three-pack in a wire basket is available for $19.90.

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