Children’s toiletries specialist H&A is launching its first ever range of licensed children’s hair care products based on characters Ariel, Minnie Mouse and Ben 10.
The new range, developed by the firm following extensive research, will be hitting shelves this December.
As the research revealed that over a third of parents surveyed find products advertised as ‘soft and gentle’ and ‘tear free’ most appealing, the new range will include hypoallergenic Ariel Conditioning Shampoo, Ariel Detangler, Minnie Conditioning Shampoo and Ben 10 Conditioning Shampoo, all with a ‘no tears’ formula.
The products, suitable for children between the ages of three and six, will retail at around £2.00 and will be launched in Wilkinsons this month and Tesco in February 2014.
Holly Davies, marketing manager at H&A, said: "Until now parents have had a limited choice when purchasing children’s hair care products.
"Following our in-depth consumer research, we spotted an opportunity to launch a licensed range of products into the main hair care aisle for the very first time.
"Both parents and children often find hair washing a traumatic experience and we’re hoping that our new range of hair care products goes someway to ease that stress.
"As part of the research, we asked parent about the involvement of popular children’s characters in a hair care range and found that nine out of ten parents would be likely to purchase the Disney Princess Ariel Shampoo and 87 per cent would be likely to purchase the Minnie Mouse Shampoo.
"We are very excited to be innovating in the category."