Worthington revamps to profit from Canadian market

By Louise Prance

- Last updated on GMT

Leading hair stylist Charles Worthington has revamped his hair care
range in a bid to branch out of the UK and make his mark on the
booming hair-care industry in the Canada.

The range, named Results, benefits from Worthington's twenty years in the industry - during which he has styled celebrities and ran a successful hair salon in London, UK, and won numerous awards. Worthington has made four updates to the range in order to target the beauty conscious consumer who seeks salon-like performance in a store bought formulation. Retailed at the low-cost department store Shoppers Drug Mart in Canada for $9.99, Worthington is reaching out to a broad audience. According to Euromonitor International's latest figures, global consumer spend on hair styling agents rose from €7.87bn in 2004 to reach €7.94bn in 2005, with a 22.7 per cent growth from 2001 -2006. The four updates include a new colour coded process for the five different products in the range, new styling products, different formulations and a new packaging concept. The colour-coded process is for the Moisture, Rebalance, Shine, Colour and Frizz product ranges, aimed to give the consumer an easier, quicker way to spot their desired range - a move which will no doubt be an attractive option for the growing number of consumers who are confused by mind-boggling aray of product offerings in the hair care segment. Worthington has revamped the Moisture hair care range, which has been a best seller in the UK and the US, and has provided it with a new 'trouble-shooting' formula. Likewise, Worthington has launched a Big Hair styling range that is being marketed to create hairstyles seen on the catwalk and runways, from the home environment. The hair care range is said to actually plump the individual hair strands, infusing each one with volume whilst preventing static with a non-sticky formula.

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