VO5 unveils Silky Smooth extension

Alberto-Culver is extending its VO5 haircare brand with a new range called Silky Smooth, following rival L’Oréal’s recent launch of a similar range.

Last month L’Oréal extended its Fructis haircare range with a Sleek & Shine Fortifying shampoo and conditioner variant, and Sleek & Shine Weightless Smoothing Serum, supported by a £8m marketing campaign.

An industry source says that the market for haircare products offering smooth hair is growing rapidly. The source says: “It’s the faddish category at the moment – every haircare brand is trying to bring out a version as sales are soaring.”

VO5’s Silky Smooth will be rolled out initially in Boots, Superdrug and independent chemists later this month, with stock expected to filter into grocery chains by November.

It will include a shampoo, priced £2.19 for a 300ml bottle, and a conditioner, priced £2.19 for 250ml. Silky Smooth Miracle Mist, a leave-in conditioner that claims to add shine to hair, will cost £2.99 for 150ml.

The company is finalising advertising plans for the launch. A television campaign has been created and will be tested before a decision is made about the level of support the brand will need. Euro RSCG Wnek Gosper, which is now called Euro RSCG Wnek Gosper Partners following the agency’s merger with Partners BDDH, creates the advertising for Alberto-Culver. Media buying is handled by Carat.

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