Alberto-Culver is relaunching the V05 haircare range with new formulations and packaging. It is supporting the revamp with a £1m TV advertising campaign that will break at the start of next month.
The campaign, which has been created by Euro RSCG, will continue the medical “hair emergency” theme that the brand has been using over recent executions. It will focus on the new formulation for its Active Shine Boosters and new fragrance.
According to Alberto-Culver, the revamp includes the “biggest changes to the brand in seven years”. It will also be supported with in-store promotions and sampling across women’s magazines.
The V05 revamp follows a series of product launches and brand revamps across the Alberto-Culver portfolio in the past year. At the start of the year, it launched Perfect Lengths V05, which is designed for longer hair, (MW January 25) and re-vamped the designer hair care range, Andrew Collinge (MW February 8). It has introduced a range of new styling products under the Tresemme brand (MW February 22).
V05 was recently named as the haircare brand most likely to be found in a UK household, with almost one in five bathrooms expected to have a V05 product (TNS Household penetration data April 2007).