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.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here