P&G repositions Daily Defense as value brand

Procter & Gamble is planning to reposition its Daily Defense brand worldwide as a value brand, in an attempt to increase sales of the struggling haircare brand.

The move follows some UK retailers’ decision to drop the haircare line because of disappointing sales (MW April 25, 2002). At the time, the retailers blamed declining sales on fierce competition from rival shampoo brands. In order to clear stocks, the shampoos and conditioners were sold off at 99p each.

The decision to reposition Daily Defense was announced at last week’s P&G 101 conference in Cincinnati. Speaking at the conference, P&G beauty communications associate director Kim Volbrecht said: “Haircare is one of P&G’s core businesses and we are committed to growing it. We are repositioning Daily Defense to the value category because the strategy will drive sales.”

Daily Defense was acquired by P&G as part of the £3.4bn acquisition of Clairol from Bristol-Myers Squibb in 2001. The brand was launched in the UK in 1999, backed by a £5.5m TV campaign created by Bank Hoggins O’Shea/FCB.

The agency lost the P&G business last year, when the advertiser shifted its £7.9m UK Clairol business into Leo Burnett and Grey Worldwide London (MW January 24, 2002). Leo Burnett handles the Herbal Essences range, while Grey handles Nice ‘n’ Easy, Natural Instincts, Hydrience and Ultress. Grey also handles advertising for Pantene.

P&G recently ditched its 28-year-old Vidal Sassoon haircare brand in the UK (MW November 14, 2002).