Tresemm矢rand set to expand

Alberto-Culver is expanding its Tresemm矨aircare brand with the launch
of a range of styling products. The move represents its first major
extension for the brand since the launch of its care and styling
products in 2004.

The company plans to intro…

Alberto-Culver is expanding its Tresemmé haircare brand with the launch of a range of styling products. The move represents its first major extension for the brand since the launch of its care and styling products in 2004.

The company plans to introduce its first colourspecific hair styling products to the range comprising a Body & Shine styling mousse and hairspray alongside a new Colour Lock leave-in conditioning spray. The products form part of its colour line with each containing a UV Filter designed to prolong "radiant" colour and care for colour treated hair.

Tresemmé has also broadened its core styling range with the launch of product variants including a Hold Gel Spray, an Iron Style & Hold Spray designed specifically for use with straightening irons and other heat stylers, and a Volume & Lift Hairspray. The brand has boosted its specialist offering with new products for dry, frizzy and curly hair with further variants also available in its 60ml mini travel size.

Retail prices for the new products range from £0.99 to £3.99. The revamped range will be rolled out across major supermarkets alongside Boots and Superdrug outlets nationwide from April.

In July 2005 Tresemmé teamed up with Philips to launch a range of electrical hair styling and drying products backed by a £1m TV campaign, developed by Nitro.

The latest move by Alberto-Culver follows a major revamp of its designer haircare range Andrew Collinge earlier this month (MW February 8). The company has also been building its specialist offering illustrated by last month’s launch of Perfect lengths under its VO5 brand, a range of products specifically developed for longer hair (MW January 25).

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