The 'New' Health and Beauty

Coles, Surry Hills.  Ok, I am always going on about 'new-ness' and 'fresh-ness' sells.  However, Coles seems to have found a new product category in the health and beauty section.  Called 'New' it is clearly a hair product, fitting in as it does between 'Hair Styling' and 'Hair Colour'.  It will be interesting to see how they go - personally I don't believe shoppers will seek out 'new' h&b products the way they would in say food items.  An interesting experiment.