Elida axes two to boost Selectives

Elida Fabergé plans to axe two Helene Curtis shampoo brands, Finesse and Botantical Blends, and put its main marketing thrust behind Salon Selectives.

Elida Fabergé plans to axe two Helene Curtis shampoo brands, Finesse and Botantical Blends, and put its main marketing thrust behind Salon Selectives.

Elida Fabergé inherited Finesse, Botanical Blends and Salon Selectives when it took over Helene Curtis in February 1996.

Botanical Blends was launched in the UK in January 1996 but has failed to make an impact in the UK shampoo market. According to Datamonitor figures, Botanical Blends failed to register any market share. Finesse has slipped from two per cent of the market by value in 1993, to 1.8 per cent in 1995.

So the main thrust of Elida Fabergé’s marketing will be behind Salon Selectives, well-known for its strapline: “Like you just stepped out of a salon.” In the 12 months ending in July 1996, Helene Curtis spent 3.4m (Register MEAL) on the brand.

A spokesman at Elida Fabergé says the decision to drop the two brands does not reflect their success. The company already has several successful shampoo brands including Organics, Timotei and Pears.

Elida Fabergé takes over marketing and distribution of Helene Curtis brands, which include deodorants Suave and Degree, next month. Rival Procter & Gamble’s Pantene Pro-V dominates the UK shampoo sector, with a 16.8 per cent value share.

Latest from Marketing Week

Marketoonist on being agile

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here