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.

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