Laboratoires Garnier is planning the launch of its first Fructis styling brand – Fructis Style. The Garnier Fructis range, manufactured by L’OrÃ©al, has until now included only shampoos and conditioners.
The new unisex range aims to challenge the dominance of Wella, which owns youth-oriented hairstyling brand Shockwaves. Wella recently signed a multi-million pound cross-media deal with EMAP, whereby it will sponsor three radio shows on EMAP’s Kiss 100 and Big City Network stations.
Fructis Style will be backed by a £3.5m campaign, created by Publicis with media buying by Universal McCann. Both campaign and product will be rolled out at the end of this week.
The new “mass market” brand will comprise 14 styling products, including hairsprays, styling mousse and “fibre-gum” gel, and is aimed at 16-to 24-year-olds.
Garnier Fructis group product manager Andrew Stanleick says: “This is the first time that Fructis has used salon technology, and is its first step into the hair-styling market.”
Last year, the company spent £8m on advertising Fructis shampoos and conditioners.