Dove has expanded its hair care range as women cut down on expensive salon treatments.
It is this week rolling out the four-strong Dove Colour Radiance range, designed to keep coloured hair looking good for up to 10 weeks. It comprises a shampoo (rsp: £2.39), a conditioner (£2.39), a leave-in conditioning spray (£3.99) and a treatment (£3.29).
The products used a Dove-patented colour revitaliser technology and were created following research that found nourished hair held colour better, said brand manager Sandra Ferreira.
“When hair is dry or damaged, colour fades quicker,” she said, adding that the launch would grow the wider hair care category by targeting a gap in the market for products that cared for coloured hair and helped it retain colour.
“Women are spending less money and time in salons and they are looking for products that they can use at home to extend the lifespan of bleached and coloured hair,” she added.
Earlier this year, Mintel research found 17% of Brits were buying hair treatments to use at home rather than have their hair done in a salon [UK Shampoo, Conditioning & Treatment Report 2012].
Currently, only 16% of women with coloured hair purchased shampoos and conditioners especially designed for colour care, said Ferreira, adding that Unilever was supporting the launch with a multimedia campaign including new TV advertising.
Sales of the overall Dove brand have grown 12.5% year-on-year to £20.5m [SymphonyIRI 52 w/e 9 June 2012].