WEBVTT

1
00:00:06.240 --> 00:00:12.220
This film will focus on some recent innovations in daily hair care products and how they are

2
00:00:12.220 --> 00:00:13.760
used by today's consumers.

3
00:00:15.400 --> 00:00:20.680
We held informal consumer group discussions to determine how and why they are using styling

4
00:00:20.680 --> 00:00:21.280
products.

5
00:00:21.860 --> 00:00:28.700
I find the mousses that are coming out now are giving my hair the body that I need.

6
00:00:28.700 --> 00:00:32.140
Most of the time it's pretty fine and it's hard to hold a curl in it.

7
00:00:32.180 --> 00:00:37.300
So I use mousses to bounce it up and I use gel on the sides.

8
00:00:37.840 --> 00:00:41.400
And I think of glaze as something light.

9
00:00:43.840 --> 00:00:46.260
Today's consumer wants versatility with her hair.

10
00:00:46.660 --> 00:00:49.140
She wants a style that's individually hers.

11
00:00:49.900 --> 00:00:54.020
As women do more to their hair, they want more from styling products.

12
00:00:54.600 --> 00:00:57.760
As they try new products, they do more to their hair.

13
00:00:58.560 --> 00:01:03.040
This cycle continues to create new opportunities for you and Finness.

14
00:01:04.820 --> 00:01:09.480
Each Finness styling product has been created to meet a specific consumer need.

15
00:01:11.020 --> 00:01:16.040
Mousse has been in the consumer market for two years and has grown to be a $150 million

16
00:01:16.040 --> 00:01:17.480
segment of your business.

17
00:01:18.920 --> 00:01:22.740
Mousse is a foam and can be applied to damp or nearly dry hair.

18
00:01:22.740 --> 00:01:27.940
Though most effective when applied at the roots to achieve volume, it can be used anywhere

19
00:01:27.940 --> 00:01:29.140
fullness is desired.

20
00:01:30.020 --> 00:01:34.500
When applied to damp hair, work through and blow dry.

21
00:01:35.840 --> 00:01:39.620
It provides fullness, body, volume and soft curl.

22
00:01:40.340 --> 00:01:42.620
Hairspray is a category you are familiar with.

23
00:01:43.040 --> 00:01:48.320
Today women not only use hairspray alone, but they use it in conjunction with other styling

24
00:01:48.320 --> 00:01:48.800
products.

25
00:01:49.760 --> 00:01:54.860
So once the style is achieved, hairspray is used to ensure it lasts all day long.

26
00:01:55.300 --> 00:02:00.380
This woman uses finesse hairspray to hold the overall full shape she achieved with finesse

27
00:02:00.380 --> 00:02:01.100
mousse.

28
00:02:08.080 --> 00:02:13.300
And hairspray is often used throughout the day to easily freshen a style or even change

29
00:02:13.300 --> 00:02:13.880
it slightly.

30
00:02:23.540 --> 00:02:27.120
Glaze is the newest entry into the styling aids category.

31
00:02:27.620 --> 00:02:30.880
Like mousse, it has come to American salons from Europe.

32
00:02:32.000 --> 00:02:35.640
Glaze is a liquid with a viscosity between gel and lotion.

33
00:02:36.320 --> 00:02:38.720
It is used to provide defined control.

34
00:02:39.560 --> 00:02:45.000
Easily worked through wet or dry hair, glaze helps to achieve a controlled style, whether

35
00:02:45.000 --> 00:02:47.860
it be a crisp curl or a sleek, smooth look.

36
00:02:48.920 --> 00:02:52.200
This woman's style has both curl and sleek control.

37
00:02:53.400 --> 00:02:59.180
Glaze is perfect for dramatic hold, detail or accent, and when used on a specific dry

38
00:02:59.180 --> 00:03:01.220
area, it provides extra hold.

39
00:03:02.740 --> 00:03:07.220
As you can see, these different products provide very different results.

40
00:03:08.160 --> 00:03:09.620
Mousse for body.

41
00:03:10.420 --> 00:03:13.620
Glaze for defined control and sleekness.

42
00:03:14.220 --> 00:03:18.400
And hairspray for overall control and hold.

43
00:03:20.660 --> 00:03:25.520
Consumer research group discussions have provided information about other hair care needs that

44
00:03:25.520 --> 00:03:26.680
have not been fulfilled.

45
00:03:27.200 --> 00:03:31.960
My hair takes a lot of beating as far as washing it and you're swimming in chlorine.

46
00:03:32.180 --> 00:03:34.300
I know I'm doing things to my hair to make it look better.

47
00:03:34.360 --> 00:03:35.640
That really is not the greatest.

48
00:03:35.900 --> 00:03:38.000
The sun is damaging no matter where it is.

49
00:03:38.720 --> 00:03:45.280
We asked, what do you want to avoid the damaging effects of styling, processing and sun?

50
00:03:45.480 --> 00:03:46.960
Giving my hair something back.

51
00:03:47.900 --> 00:03:48.420
Revitalize.

52
00:03:48.680 --> 00:03:49.860
Enriching your hair somehow.

53
00:03:50.220 --> 00:03:52.580
Not damage your hair as much when you blow dry it.

54
00:03:52.860 --> 00:03:54.200
Correcting products or something.

55
00:03:54.360 --> 00:03:58.200
More than the average shampoo is going to give you, just more protection from all the

56
00:03:58.200 --> 00:03:59.000
things you do to it.

57
00:03:59.120 --> 00:04:01.860
Styling, blow drying, glazing, loosing and everything.

58
00:04:02.200 --> 00:04:03.160
Just something more.