Holiday drive to put oomph into Silvikrin

Wella aims to halt the overall decline in the hairspray market by offering a holiday voucher promotion with cans of its Silvikrin hairspray.

It will offer the ú100-off vouchers on cans of hairspray and mousse. The vouchers can be redeemed at more than 20 tour operators and there is no lower price limit for the holiday.

Despite the déâcle over Hoover’s holiday promotion, Wella says its promotion will work. “We are insured,” says Wella brand category manager Suzanne Durie.

According to Nielsen research, volume sales are falling 6.5 per cent year on year. “The hairspray market has been left to fester,” says Durie. “It lacks product development, advertising and promotional support. The only activity is on price which is why the market is eroding.”

The company is spending ú3.7m on its first push for the Silvikrin brand since buying it from SmithKline Beecham in 1993. This will include a ú2.5m TV campaign through Abbott Mead Vickers.BBDO.

The ad campaign is being shot this week and will break on ITV, Channel 4, GMTV and satellite stations on April 10. It features a woman who has an amorous encounter that leaves her partner and her dress dishevelled. However, thanks to Silvikrin, her hair remains immaculate.

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