VO5, the Alberto Culver-owned haircare brand, is extending its specialist offering with the launch of a new range of products specifically developed for longer hair.
The new range of hair care and styling products, called Perfect Lengths, will be available in major retailers from next month. The launch will be supported by a TV and press campaign, which has been developed by Euro RSCG and will break in April.
The company says the products contain a keratin strengthening ingredient that offers “intense care” for shoulder length to longer hair and claims to provide five times more protection against breakage than other classic shampoo products.
The full range comprises a Perfect Lengths shampoo and conditioner and a number of styling variants including a leave-in detangling crème, “bodifying” styling mousse, high-gloss finishing crème and shine serum mist.
According to TNS, VO5 is the UK’s top selling styling range. The brand has a number of general shampoo and conditioner lines but the new range aims to increase its penetration of the functional haircare market.
The launch is in line with a growing trend towards developing specialist haircare products. Last year, several companies launched colour-specific ranges including Procter & Gamble, which launched the Pantene Pro-V Colour Expression range (MW August 3).
Unilever-owned Sunsilk, L’Oréal and John Frieda are already established in the colour specific market. Last year saw a £6.5m relaunch of the Sunsilk brand (MW May 4) and new products from John Frieda, including the launch of Luminous Colour Glaze in June.