WWD - DEVELOPLUS' NEW TAKE ON COVERING GRAYS- View Document
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NO GRAY, MR. PRESIDENT!!!! - View Document
NEW YORK, March 5 /PRNewswire/ Reports from the New York Times, Washington Post and Fox News that say President Barack Obama is showing a tell-tale sign of the pressures of his new office have been taken to heart by a Corona, CA based company.
Observations from these major news sources say the President is showing signs of gray hair -- particularly in the temple area.
"Our new president is such a vibrant, high-energy world leader, we don't want him to show the trappings of his office," observed Edward Geopfert, senior vice president of marketing and sales for Developlus, creators of a new product called "No Gray."
To that end, the company is sending one case of the product to the White House. "We just want to make sure he looks his best and most-contemporary as he travels the halls of congress, around Washington or anywhere in the world, for that matter," Geopfert remarked.
No Gray -- when mixed with any hair dye or coloring agent -- ensures that gray will not show through for up to six weeks. "Gray is so powerful a color that it typically pops out immediately," Geopfert said. "But No Gray keeps it from showing through."
No Gray is available at major retail outlets nationwide.
*Or View Document from Washington Business Journal
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THE PRESS ENTERPRISE - CORONA COMPANY CARVES OUT NICHE IN HAIR CARE INDUSTRY- View Document
It wasn't a big leap for Dave Agrey to go from being a coal mining engineer in Wyoming to running a hair color company in Corona. He just saw a newspaper ad for a hair product distribution company for sale.
"Of course mining is like a jack of all trades. It has a chemistry, it has a physics," he said.
For a little more than a decade his company DeveloPlus, still family-run with his son, Phillip Agrey, directing brand development, has vied for its share of a market long dominated by a few well-known brands.
It may have found its niche in a product that corrects bad hair days, particularly dye mistakes, dubbed "Color Oops."
Developed a year ago, the product was one of eight items featured as Good Buy Awards in the January issue of Good Housekeeping magazine.
Sara Rad, director of brand development for Good Housekeeping, said the magazine is always looking for new consumer products and innovations. Researchers scour industry publications, attend conventions and field pitches from company officials, she said.
"They make it their business to know about what's out there," she said.
A hefty group of products is then winnowed to several for the annual Good Buy Awards after researchers determine that they fill a previously unmet consumer need. In DeveloPlus' case, researchers dyed strands of hair and removed the color with the company's Oops product.
The company shipped 120,000 kits of Oops in February.
The business has 35 employees and an assembly line that starts from the chemical mixing process to shipping individual boxes of hair color from a Corona industrial park. It also has produced several other hair color lines since 1993 -- DeveloPlus, Satin, Xora, Color Care, Suede, No Gray and Splat. But the company, with 2007 revenue of $5 million, is hardly alone.
Revlon, which had $1.4 billion in cosmetic sales last year, held 11.2 percent of the hair color market share in 2007, up from 9.2 percent in 2006.
Clairol, a brand within Procter & Gamble, claims hair color supremacy, accounting for 25 percent of the market share last year. Procter & Gamble's beauty products accounted for $23 billion in net sales last year, about 30 percent of the company's total $76.5 billion in net sales in 2007, according to its annual report.
L'Oreal reported about $2.5 billion in sales of its consumer hair color brands in 2006.
The company is fairly confident the industry and its products could weather a recession.
"Somebody that goes to a salon may not go to that salon anymore. They may just go to a Walgreens or a Rite-Aid and buy a box of coloring and do it themselves and save the money," said Edward Geopfert, marketing vice president for DeveloPlus.
Phillip Agrey said marketing a line of hair color for health food stores, to join the growing demand among shoppers for organic and environmentally-friendly goods, may be the company's next step.
DO IT YOURSELF (DIY) HAIRCARE GROWS WITH ECONOMIC DOWNTOWN - View Document
Hair Products Company DeveloPlus Sees Upturn In DIY Product Sales And Reports From Consumers
(Dec. 3rd — Corona, CA) While already more than 90 million consumers color or specially treat their hair at home numbers are starting to grow, according to executives at DeveloPlus, a haircare products innovator.
"Reports from both retailers and consumers indicate a growing trend of "Do It Yourself" home hair coloring and treatment that had previously been done in salons," noted David Agrey, president of DeveloPlus. "It doesn't appear to be a culturally or socially driven phenomenon, but more of a response to the economic downturn … as result, our company is seeing a very positive bump in sales."
"It almost seems counter-intuitive," he said. "There's a general financial malaise and, yet, we see growth."
This trend very much keeps in line with typical consumer responses during difficult economic times—finding ways to cut corners while still meeting their beauty and cosmetic needs—according to consumer trend retail expert Edward Geopfert, president of Vertical Sales and Marketing in Los Angeles.
"It is not out of the ordinary to see this type of "at home" or "DIY" consumer product sales growth in trying times. People still have the basic needs of looking and feeling good, " he observed. "So they find methods—and products—that enable them to fulfill those needs while spending a lot less money."
Who among us doesn't have some issue with our hair? Thankfully, the people who make hair care products are tuned in.
Celebrity stylist Frederic Fekkai's latest effort focuses on thinning hair, with a four-product line called MORE that is intended to create a healthy, more energized scalp and make hair appear more dense. There's a scalp-purifying shampoo, a root-nourishing conditioner, a lightweight styling product and a follicle-boosting treatment meant to be used at night. Prices range from $24.50 to $35, or you can buy all four products in a kit for $100; they're available at Sephora stores, sephora.com and Fekkai salons.
Next problem: botched color. If your dye job turns out to be a disaster, fix that with Color Oops, a new hair product that is said to wash out unwanted color in 20 minutes ($12.99 at drug stores).
Barbara Schuler, May 14, 2007
WWD BEAUTY - GO RED ONE WEEK THEN BLONDE THE NEXT! - View Document
Several Months ago, Diane Kimball, category buyer for West Coast supermarket chain Raley's, wasn't happy with a recent hair coloring experience. Talk about good timing-Developlus' Ed Geopfert was scheduled to meet with Raley's to discuss a new item called Color Oops. The pitch was simple: if it worked Raley's would put it in. "I gave her the product and said a little prayer," added Geopfert. There are two forms, an extra conditioning and extra strength with a suggested retail of $12.99. The process works by using hydrosulfites, special ingredients that reverse the hair color process by shrinking the color molecules so small they simply wash away.
"I was shocked to see the bad color was gone and my hair felt great," recalled Kimball. Developlus Got the sale and the two sku's of Color Oops are being placed on more and more food, drug and mass market doors including Walgreens, Longs, Rite Aid and Duane Reade. At Walgreens, a company official confirmed that the line is getting consumer attention. The company estimates Color Oops is now available in about 14,000 doors with a goal of surpassing 20,000 by the end of 2007.
That's all music to the ears of Phillip Agrey, vice president, research and development at Developlus, which created the technology two years ago to help women (and men) who have bad coloring experiences. "We don't only think it will help when someone isn't happy, but we think it will encourage more women to change their hair coloring more often, which will lift sales for retailers, " he said. Currently, mass market hair color sales, excluding Wal-Mart, total just over $1 billion and are rising less than 2 percent per year - even at a time when baby boomers are turning gray.
"Women can go red one week and blonde another," Agrey said. It is estimated that 100 million American men and women color their hair - 70 million do so at home. Developlus isn't satisfied to only serve a major need in the hair color market to correct color. According to Agrey, the firm is working on other solution products including those to tackle the issue of coloring gray hair.
NEWS BLAZE- NO MORE BAD HAIR (COLOR) DAYS THANKS TO NEW CATEGORY IN HAIR CARE: View Document
'Product Literally Washes Bad Color Out of Your Hair - www.newsblaze.com
Color Oops, the perfect name to quickly get rid of renegade hair color, is being introduced today by Corona, CA-based DeveloPlus, an innovator in color and hair care technology.
On average, men and women color their hair about nine times per year and whether they go the professional or at home route, nearly half are unhappy with the results. In the past, a bad dye job left the consumer with few choices, either wait for it to grow out or spend hours and lots of money in the salon for tedious corrective color treatments that often left hair damaged and over-processed.
Color Oops™ changes all that and washes unwanted color and tint from hair in just 20-minutes!
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