Helene Curtis [Finesse] Reel

Transcript (Download)

This film will focus on some recent innovations in daily hair care products and how they are used by today's consumers.

We held informal consumer group discussions to determine how and why they are using styling products.

I find the mousses that are coming out now are giving my hair the body that I need.

Most of the time it's pretty fine and it's hard to hold a curl in it.

So I use mousses to bounce it up and I use gel on the sides.

And I think of glaze as something light.

Today's consumer wants versatility with her hair.

She wants a style that's individually hers.

As women do more to their hair, they want more from styling products.

As they try new products, they do more to their hair.

This cycle continues to create new opportunities for you and Finness.

Each Finness styling product has been created to meet a specific consumer need.

Mousse has been in the consumer market for two years and has grown to be a $150 million segment of your business.

Mousse is a foam and can be applied to damp or nearly dry hair.

Though most effective when applied at the roots to achieve volume, it can be used anywhere fullness is desired.

When applied to damp hair, work through and blow dry.

It provides fullness, body, volume and soft curl.

Hairspray is a category you are familiar with.

Today women not only use hairspray alone, but they use it in conjunction with other styling products.

So once the style is achieved, hairspray is used to ensure it lasts all day long.

This woman uses finesse hairspray to hold the overall full shape she achieved with finesse mousse.

And hairspray is often used throughout the day to easily freshen a style or even change it slightly.

Glaze is the newest entry into the styling aids category.

Like mousse, it has come to American salons from Europe.

Glaze is a liquid with a viscosity between gel and lotion.

It is used to provide defined control.

Easily worked through wet or dry hair, glaze helps to achieve a controlled style, whether it be a crisp curl or a sleek, smooth look.

This woman's style has both curl and sleek control.

Glaze is perfect for dramatic hold, detail or accent, and when used on a specific dry area, it provides extra hold.

As you can see, these different products provide very different results.

Mousse for body.

Glaze for defined control and sleekness.

And hairspray for overall control and hold.

Consumer research group discussions have provided information about other hair care needs that have not been fulfilled.

My hair takes a lot of beating as far as washing it and you're swimming in chlorine.

I know I'm doing things to my hair to make it look better.

That really is not the greatest.

The sun is damaging no matter where it is.

We asked, what do you want to avoid the damaging effects of styling, processing and sun? Giving my hair something back.

Revitalize.

Enriching your hair somehow.

Not damage your hair as much when you blow dry it.

Correcting products or something.

More than the average shampoo is going to give you, just more protection from all the things you do to it.

Styling, blow drying, glazing, loosing and everything.

Just something more.

This object has been inventoried, but has not been fully described. To inquire about this object, email the archive at info@chicagofilmarchives.org

Identifier

F.2016-08-0005

Format

16mm

Extent

145 feet

Color

Sound

Optical

Reel/Tape Number

1/1

Has Been Digitized?

Yes

Element

Related Collections

David Guzik Collection

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