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

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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