Circ in doubt as retailers brand it a flop

Sales of Procter & Gamble men’s haircare brand Circ, launched less than a year ago, have been disappointing. Haircare buyers are calling the brand “a flop” and are considering discontinuing the product.

A health and beauty buyer says: “We do not want to accept new stocks of Circ. The packaging is ugly and the prices are too high. Our chain is trying to get rid of this brand, a P&G flop.”

Circ products are priced between £3.95 and £5.90. The range was launched in February last year and is aimed at men with thinning hair, Circ was promoted mainly through direct mail and public relations activity, which included a travelling mini-salon, designed to persuade men to try Circ.

Another haircare buyer says: “Circ has been disappointing, both for P&G and retailers.”

A spokeswoman for a retail chain adds that the product did not meet expectations and the chain does not expect to place any more orders for Circ.

A P&G spokeswoman says: “Circ is an innovative brand, which adds fullness to thinning hair. It enjoys a loyal following.”