…and starts foray into deluxe haircare sector

Sainsbury’s is taking on premium haircare brands, such as Pantène

Pro V and Procter & Gamble’s Vidal Sassoon, with its latest sub-brand launch – a range of shampoos and hair conditioners, Salon Advantage.

The new product line will reach Sainsbury’s stores in July and is described as “a complete haircare range of salon formulated shampoos and conditioners to bring salon expertise into the bathroom”.

The products are formulated from plant proteins.

The launch follows Sainsbury’s introduction of the Michael John range of aromatherapy shampoos two months ago.

The move into sub-branding in haircare comes as supermarket chains try to increase their share of the personal care market, which offers higher product margins than standard grocery lines.

While Sainsbury’s has launched a number of grocery sub-brands, it is thought future launches will concentrate on personal care.

Late last year, Sainsbury’s launched the TOPS oral care range (MW October 27 1995).