Lever Fabergé is to boost its presence in the haircare market next year with a host of new products under its Sunsilk and Dove brands.
Several lines will be added to the Sunsilk brand, each using the easy-to-understand positive descriptions adopted elsewhere in the range. First on the market will be a line of hair smoothing products for “hair prone to kink and frizz” in March next year, followed by a volumising line for “flat and sad hair” in July. Each line will offer a shampoo, conditioner and finishing cream.
In the summer, Lever Fabergé will launch Sunsilk Summer, a seasonal variant for hair at risk of damage from the sun. The line will be available for three months, and will sell at a premium price of &£2.59.
The variants will be supported by a combined advertising spend of &£10m, which will include TV, print and outdoor advertising as well as sampling. J Walter Thompson handles advertising for the brand, while media buying is by Initiative Media.
Lever’s strategy is to focus marketing on a single part of its Sunsilk franchise every three months. Anti-grease products will be the first to be supported, in January, following a relaunch of the line under the tag “greasy too quickly”.
Lever Fabergé is also to revamp its Dove haircare range. Dove will be relaunched with updated packaging and a variant for coloured hair, called Dove Colour.