February 23, 2012

Review: Gray Away

Description: A root touch-up spray
Main Pitch: "Temporarily covers your gray roots in seconds"
Main Offer: $19.99 for one can in multiple shades
Bonus: 2nd can free
Producer: Concepts TV
Website: www.GrayAway.com
Prediction: Unlikely to succeed

It's a serious challenge to market a hair-coloring product without a recognizable brand. Past history (e.g. Touch Up & Go) isn't encouraging. As global beauty consultant Colin Hession put it: "Because of the high risk of failure, hair color is one of the categories with the highest consumer resistance to trying private label or new brands."

The retail situation is even more challenging. This category defines "crowded."

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