Unilever to launch new hair range

Unilever is gearing up for the multimillion pound launch of a new haircare range called ThermaSilk, in a major assault on Procter & Gamble’s number one brand, Pantene.

Advertising for the worldwide launch will be handled by J Walter Thompson, which will unveil ads for ThermaSilk in the US through its New York offices next March, backed by an $82m (51.25m) spend.

The brand will appear on the shelves in the US in February, and sources expect it to roll out in other markets, including the UK. A Unilever spokesman denies there are any plans for a UK launch, but industry sources say it is likely to be introduced to the UK.

Chris Jones, worldwide chief executive officer of J Walter Thompson, says: “This brand is exciting because it has great potential for long-term growth.”

ThermaSilk is specifically designed for hair that has been blow-dried or heated with curling tongs or rollers, and its range of products includes shampoos, conditioners and styling aids.

Unilever faces an uphill challenge in taking on market leader Pantene, which launched in 1993.

Unilever’s subsidiary Elida Fabergé already markets Salon Selectives and Organics haircare ranges in the UK.

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