Alberto Culver is bringing out a raft of products in its Tresemme range as part of an expansion plan for the brand across Western Europe.
The Colour Thrive, Thermal Recovery and Thermal Creations ranges will be launched next month supported by a TV campaign.
Colour Thrive and Thermal Recovery lines include shampoos, conditioners and treatments that aim to protect colour-treated and heat-styled hair. The Colour Thrive range includes new Fade Block “technology”, which Alberto Culver says helps to prolong the life of coloured hair.
The Thermal Creations is a range of four styling products, all developed to work with the power of heat – Curl Activator Spray for use with curling tongs or heated rollers; Straightening Balm to be used with heated straightening tools; Iron Style & Hold Spray, formulated for multi-stylers and Volumising Mousse for blow-dried hairstyles.
The campaign, which has been created by US agency Campbell Mithun, will focus on the Thermal Creations line and will feature Leo Bancroft, the former star of Channel 4 series The Salon. Bancroft is shown creating different styles using the range and demonstrating the use of heat to produce better results.
A sampling campaign across women’s glossy magazines, will also begin in March, using a total of 6 million sachets.