Unilever plans global haircare brand launch

Unilever is understood to be planning the global launch of a haircare brand next year, in an attempt to ride on the success of the Dove shampoo and conditioner launch earlier this year.

The launch is under research at the moment and the packaged goods giant is understood to be considering rolling out an extension of an existing brand.

Lever Fabergé, the Unilever home and personal care subsidiary, already manufactures Organics, Timotei and Salon Selectives haircare ranges in the UK. Brands in other markets include Sunsilk, Pears and Thermasilk.

The Dove haircare launch was supported by an advertising and marketing campaign worth more than &£35m. At the same time, &£50m was invested in revamping Organics and Timotei.

J Walter Thompson has been assigned as the global creative agency to work on Unilever’s haircare brands. The agency is rumoured to be working on the global haircare launch.

Unilever recently promoted its former vice-president of home and personal care division for the East Asia-Pacific region, David Steele, to the new position of global brand director for Sunsilk. The position was created as part of the company’s move to sharpen its focus on individual brands (MW October 11, 2001).

A company spokeswoman says: “There is nothing to say at this moment.”

Knowledge Bank

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