Unilever has expanded its Alberto Balsam haircare portfolio with a 15-strong range backed by a £3m push.
Alberto Balsam Blends is rolling out now in five variants - Smooth & Sleek, Damage Repair, Stunning Shine, Clear & Fresh and Colour Bright - each featuring shampoo, conditioner and an additional product such as treatment or shine spray (rsp: £1.99-£3.99).
Made with natural ingredients with an emphasis on fragrance, the collection had been designed to provide “effective haircare products with luxurious scents” said brand manager Hugo Rawlinson, adding it would drive incremental sales by encouraging consumers to trial new formats beyond shampoo and conditioner.
A multimedia campaign supporting the launch kicked off last week and comprises TV sponsorship, print and store activity.
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