Rusk Introduces Sensories Line

To introduce its Sensories line of haircare products, Stamford, Conn.-based Rusk Inc. wanted a unique counter display that was "a little glitzy, showing that we're on the cutting edge of styling products," says Bill Kochanski, marketing director.H. King & Associates Ltd., Bensenville, Ill, created a urethane-molded display with depressed terraces that hold three 13-ounce bottles of shampoo, one of foaming detangler, and one 6-ounce tube of conditioning masque. "It looks like a broken chunk of gray granite," Kochanski says. "Nobody in the industry has anything like this."Measuring 13 inches wide by 4-1/2 inches high by 8 inches deep, the displays are available exclusively to hair salons through 25 haircare products distributors in the United States and Canada. Although extremely lightweight, the displays "look substantial and are durable enough to stand up to the salon environment, where there is hairspray and other residue in the air," Kochanski notes. Setup consists of merely placing the display on the counter and adding the bottles. "There's nothing to attach," he says.Shipped in March, the units are intended to be displayed for 60 to 90 days. The displays are sold to salons in a $99 package that includes 15 bottles of shampoo, four bottles of detangler, four tubes of masque, two coupons good for a 20 percent discount on future purchases, and a set of five fact sheets.Kochanski already considers the promotion a success. "We produced 15,000, and we've already pre-sold that entire amount to our distribution area," he says. "We sold 800 at a trade show, and hadn't even advertised."Collateral advertising includes a six-page, four-color brochure in the April issue of Modern Salon magazine, "along with in-store promotions for about 375 of the distributors' store locations," Kochanski says. "We're also producing endcaps, shelf talkers and easel stands."Kochanski feels that the new type of display is appropriate for Rusk's new line. "We've created a new technology for the shampoos called 'compressed formula,'" he explains. "Unlike a concentrate in which the water has been taken out, our chemists have created a product that gives twice the performance using half the amount. So you can get the performance of 26 ounces of product from a 13-ounce bottle."

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