Essential Style Minis is part of an overhaul of Toni & Guy's Red & White Signature range, which launched in 2001. Toni & Guy is almost doubling the range to 22 products and will introduce additional formulations as well as packaging that incorporates an updated black and white logo.
The extended range will launch in the UK from mid- August and will be rolled out to other international markets from November.
The line will be available in the UK from Boots out-lets, and Toni & Guy and Essensuals salons.
Products will include Detox-it shampoos, Fix-it hairspray, Rapid Response leave-in gellee and No Kinks smoothing balm.
The line has been formulated and manufactured by Boots as part of a strategy to increase the number of designer haircare products it sells. For its part, Toni & Guy aims to appeal to a broader audience through the high street.
The Red & White range, also developed in conjunction with Boots, accounts for 60% of Toni & Guy's consumer retail haircare sales. Additions to the line include finishing products such as X-Clay, and styling products such as Iron-It heat defence spray.
The ranges will be promoted by branded in-store point-of-sale material and advertising in Boots Health & Beauty magazine, which is now on sale to all customers in Boots branches (Marketing, 19 May).
Toni & Guy is also planning an ad campaign, which will run from October.
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