P&G brand Solo gets the chop

Procter & Gamble is de-listing its Solo range of hair products from its Vidal Sassoon Wash & Go range.

Procter & Gamble is de-listing its Solo range of hair products from its Vidal Sassoon Wash & Go range.

Products to be axed include Wash & Go Solo Universal shampoo, Solo anti-dandruff shampoo and Solo Conditioner.

These products launched under the Wash & Go brand only 18 months ago, when market reports indicated a decline in 2-in-1 hair care brands.

P&G was first to launch a brand that combined both shampoo and conditioner with its Wash & Go 2-in-1 hair products.

P&G maintains that its three 2-in-1 Wash & Go brands – Wash & Go Rich, Wash & Go anti-dandruff, and Wash & Go Universal – are being retained.

Industry sources say market share of the Solo brand has been declining in favour of P&G’s other brands, such as Pantene and Head & Shoulders.

A P&G spokeswoman says: “The Solo range was never a significant part of the Wash & Go range. And de-listing these products means the company is simply returning to the roots of Wash & Go 2-in-1”.

Pantene holds the number one position in the shampoo category, and P&G overall holds 26.8 per cent of the total shampoo market (Source: Information Resources). Other top brands include Head & Shoulders, L’Oréal’s Elvive, Elida Fabergé’s Organics and Bristol-Myers’ Clairol Herbal Essences.

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