Collinge revamp bid for sales boost

Alberto Culver is relaunching its Andrew Collinge designer haircare range as it seeks to reassert its position in the market.

The brand has suffered from low sales and was axed by Asda last year (MW November 2, 2006). The company has introduced a number of products and revamped packaging across the entire portfolio.

Innovations include the introduction of a new styling texturising gum, glossing spray salon serum and firm fix hairspray to its Simply No Frizz range, alongside a nourishing and protective conditioning treatment for its Perfect Endings range.

The range comprises a number of different lines designed to cater for specific hairtypes, including Weightless Volume, Simply No Frizz and Complete Moisture, alongside a range of professional shampoos and conditioners designed specifically for blondes and brunettes.

The products, which retail for £4.49, also contain multi-conditioning and UV filter ingredients, claimed to protect hair from heat-styling and environmental damage.

The range is being rolled out across Andrew Collinge own-brand salons and major supermarkets this month. This includes plans to restock the products in Boots stores nationwide following a two-year absence.

One retail source says the brand has come under increasing pressure in recent years as competition in the “premium” haircare segment has continued to intensify.

“The designer haircare segment has moved on significantly, and the brand needed to bring itself into line with changing consumer demands.”

In November, Asda de-listed the brand following disappointing sales, as part of a revamp of the chain’s haircare range aimed at creating clearer definitions across its mass market, designer, styling and own-brand ranges.

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