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.

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