VO5 unveils Silky Smooth extension

Alberto-Culver is extending its VO5 haircare brand with a new range called Silky Smooth, following rival L’Oréal’s recent launch of a similar range.

Last month L’Oréal extended its Fructis haircare range with a Sleek & Shine Fortifying shampoo and conditioner variant, and Sleek & Shine Weightless Smoothing Serum, supported by a £8m marketing campaign.

An industry source says that the market for haircare products offering smooth hair is growing rapidly. The source says: “It’s the faddish category at the moment – every haircare brand is trying to bring out a version as sales are soaring.”

VO5’s Silky Smooth will be rolled out initially in Boots, Superdrug and independent chemists later this month, with stock expected to filter into grocery chains by November.

It will include a shampoo, priced £2.19 for a 300ml bottle, and a conditioner, priced £2.19 for 250ml. Silky Smooth Miracle Mist, a leave-in conditioner that claims to add shine to hair, will cost £2.99 for 150ml.

The company is finalising advertising plans for the launch. A television campaign has been created and will be tested before a decision is made about the level of support the brand will need. Euro RSCG Wnek Gosper, which is now called Euro RSCG Wnek Gosper Partners following the agency’s merger with Partners BDDH, creates the advertising for Alberto-Culver. Media buying is handled by Carat.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now