Rivals try to hit relaunch of Organics

Haircare giants Procter & Gamble and L’Oréal are launching guerrilla marketing tactics to knock rival Elida Fabergé’s relaunch of its Organics shampoo and hair conditioner brand off course.

Haircare giants Procter & Gamble and L’Oréal are launching guerrilla marketing tactics to knock rival Elida Fabergé’s relaunch of its Organics shampoo and hair conditioner brand off course.

Organics is being relaunched this week with a 20m advertising budget to push its new formula and give it a significant edge against the brand leader, P&G’s Pantene.

As part of the relaunch Elida is cutting the price of Organics by one third – from 1.99 to 1.29 for 200ml in most multiple retailers for four weeks from next week. The price cut has also featured in promotions in Superdrug and Tesco this week.

But both P&G and L’Oréal, which makes the rival Elvive range, are understood to have matched the price cuts. This could significantly dent the impact of the Organics price offer.

Organics has value share of eight per cent and six per cent of the shampoo and hair conditioner market respectively, compared with Pantene’s 18 per cent and 20 per cent. Elida is planning to increase its shampoo share to about 13 per cent with the relaunch.

P&G and L’Oréal would not comment.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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