Elvive revamp sees brand go upmarket

L’Oréal is to launch a multi-million pound revamp of its Elvive haircare range, supported by the roll-out of a raft of new products later this year.

Elvive will be extended, with a sub-branded range of anti-dandruff shampoos and conditioners in October. The move follows the decision by Johnson & Johnson to launch Neutrogena Anti-Dandruff, to compete with Procter & Gamble’s Head & Shoulders, which has been repositioned as a mainstream beauty shampoo (MW October 2 2003).

L’Oréal will also extend the brand to include a hair volumising line called Non-Stop Volume. The launch will be supported by an ad campaign worth more than &£3.5m, created by McCann-Erickson.

Industry sources say the brand rethink is part of a strategy to reinforce Elvive’s position in the market, prior to the &£20m launch of Alberto Culver’s Tresemme. It will be the first major haircare brand launch from Alberto Culver in over a decade.

Elvive will also be moved into a more premium segment of the market. L’Oréal will rejig the brand identity, with new colours and images.

General manager for L’Oréal Paris Grita Loebsack will oversee the brand relaunch. Loebsack was recently promoted from international marketing chief (MW March 11). A L’Oréal spokesperson was not available for comment as Marketing Week went to press.