COLOR POWER

Supermarkets are rethinking their hair color strategy.Graying baby boomers and new products tailored to young consumers have made hair color one of the hottest segments in hair care. Double-digit sales growth has prompted retailers to ponder dedicating more space to the products, many of which are being marketed like fashion accessories."The biggest thing in hair color is that baby boomers are all

Supermarkets are rethinking their hair color strategy.

Graying baby boomers and new products tailored to young consumers have made hair color one of the hottest segments in hair care. Double-digit sales growth has prompted retailers to ponder dedicating more space to the products, many of which are being marketed like fashion accessories.

"The biggest thing in hair color is that baby boomers are all at the point of coloring their hair," said Jim McCarty, health and beauty

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