Retailers drop Daily Defense haircare line

Clairol Daily Defense haircare range, recently aquired by Procter & Gamble (P&G), has been de-listed by a number of UK retailers, putting the future of the brand in doubt.

Clairol Daily Defense haircare range, recently aquired by Procter & Gamble (P&G), has been de-listed by a number of UK retailers, putting the future of the brand in doubt.

P&G acquired the brand last year as part of the £3.4bn Clairol buy-out from Bristol-Myers Squibb.

The Daily Defense range of shampoos and conditioners was launched in the UK in 1999, backed by a £5.5m TV campaign created by Bank Hoggins O’Shea.FCB.

According to industry insiders, the Daily Defense brand has not been selling well as a result of fierce competition from rival shampoo brands .

An industry insider adds: “Customers are simply not buying the Daily Defense shampoo, as there are so many other products to choose from. P&G is phasing out the brand slowly. In order to clear out the stocks, most retailers had to sell off the shampoos and conditioners for 99p each.”

At the time of its launch, Clairol Daily Defense was introduced at £2.99. The Leave-In Conditioning Spray was priced at £3.19.

The Clairol brand also includes Herbal Essences and Nice ‘n’ Easy haircare products.

Meanwhile, P&G’s Pantene haircare brand is being threatened by newcomer Dove, Lever Fabergé’s new haircare range. Skincare brand Dove moved into shampoos and conditioners for the first time three months ago and already holds 10.3 per cent of the shampoo market by value and 9.6 per cent of the conditioner market. Pantene holds 11.2 per cent of the shampoo and 11.4 per cent of the conditioner markets (MW last week).

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