Wella is reshaping its Shockwaves hair styling range with a restructure, revamped packaging, and the launch of four new products in a bid to encourage consumers to increase their hair styling repertoire. The new arrivals include Easy Control Styler ­ a pump dispenser unisex gel for definition and texture, and Styling Cream ­ strong hold for men. Clear Spray Gel is designed to give "secret support" to longer hair, while two tone Gel Wax adds shine and definition to shorter styles. All rsp at £2.99 and bring the range up to 20 products. New blue matt packaging puts emphasis on the Wella branding and differentiates the products with colour codes, including new categories ­ yellow for shine and green for curl. The brand's support this year is youth oriented. It includes £250,000 worth of advertorials in youth media, sponsorship of Channel 4 youth show The Priory, and Company magazine's Bachelor Hunt 2000. There will also be a "hair rescue" styling centre at the V2000 music event and a web site. The buoyant hair styling market is trend driven. Wella trade marketing controller Mark Brill said major trends were towards ultra strong, shine and specific hair type products, as well as those which were less obvious. Wax, cream and gel are also growth sectors. {{P&P }}