Circ in doubt as retailers brand it a flop

Sales of Procter & Gamble men’s haircare brand Circ, launched less than a year ago, have been disappointing. Haircare buyers are calling the brand “a flop” and are considering discontinuing the product.

Sales of Procter & Gamble men’s haircare brand Circ, launched less than a year ago, have been disappointing. Haircare buyers are calling the brand “a flop” and are considering discontinuing the product.

A health and beauty buyer says: “We do not want to accept new stocks of Circ. The packaging is ugly and the prices are too high. Our chain is trying to get rid of this brand, a P&G flop.”

Circ products are priced between £3.95 and £5.90. The range was launched in February last year and is aimed at men with thinning hair, Circ was promoted mainly through direct mail and public relations activity, which included a travelling mini-salon, designed to persuade men to try Circ.

Another haircare buyer says: “Circ has been disappointing, both for P&G and retailers.”

A spokeswoman for a retail chain adds that the product did not meet expectations and the chain does not expect to place any more orders for Circ.

A P&G spokeswoman says: “Circ is an innovative brand, which adds fullness to thinning hair. It enjoys a loyal following.”

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now