Harmony, the haircare brand that launched a thousand parodies with its "is she or isn't she?" ad campaign in the '70s, is being relaunched.
The brand has been repackaged for the first time since 1992 and will receive its first advertising support since the '80s with a £1m press campaign from March.
Brand owner EMVI is also extending it into styling products, such as mousses, waxes and hair serum.
EMVI bought the brand from Unilever in October 1998 for £25m. Unilever sold it off as part of its mammoth divestiture programme that will eventually reduce the multinational's brand portfolio from 1,600 to 400 "power brands".
EMVI claims Harmony is fourth behind Elnett, Pantene and Silverkrin. Its target is to double Harmony's market share to 6% and get it into the top three within three years.
Harmony will be aimed at grown up, fashionable women aged 25 and over. Procter & Gamble's Pantene and Elida Fabergé's Organics also appeal to this group and both have deep marketing pockets and huge distribution muscle.
However, EMVI is determined to expand distribution in multiples and to exploit latent consumer awareness of the brand.
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