Alberto-Culver launches mass-market hair brand

Alberto-Culver is to unveil its first mass-market haircare brand for more than a decade with the launch of Tresemmé, which goes on sale in the summer.

Tresemmé will be supported by a &£20m ad campaign created by Euro RSCG. Alberto-Culver has allocated at least &£8m to be spent on a television campaign in June, with the remainder being shared between print and radio and in-store promotions.

The 18-strong product range will include shampoos, conditioners and hair-styling products, such as mousses and sprays.

Tresemmé will be marketed as a salon-quality brand, but sold at mass-market prices. With an average retail price of &£4, Tresemmé will be positioned directly against leading brands such as Procter & Gamble’s Pantene and L’Oréal’s Elvive.

An industry source says Tresemmé’s distinctive black-and-white brand design should help it to stand out on shelf, which he says is essential in the highly competitive mass haircare market.

He adds: “This is the first major brand launch from Alberto-Culver in years, so the company is putting as much money as it can into making Tresemmé a success”.

Tresemmé has been successfully launched in the US, and has previously been available in hairdressing salons across Europe. It will join Alberto-Culver’s existing haircare brands, including its licensed Andrew Collinge and VO5 haircare ranges. An Alberto-Culver spokeswoman would not comment on the launch.

Latest from Marketing Week


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


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.


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.


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

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