Lever Fabergé is to revive the ailing Sunsilk hairspray brand by turning it into a major player in the shampoos and conditioners market.
Backed by a £20m marketing spend, the new Sunsilk haircare range, without hairspray, will be available to order from early next month and will come in six variants and 14 SKUs.
All are aimed at the mass market and will cost £1.99 each apart from a Revitaliser and spray Conditioner which will carry rsps of £2.99. Lever, which talked to more than 15,000 women while researching its new offerings, is also hoping that a change in the way it describes each product will attract new customers.
Traditional on-bottle terms like greasy' and dry' are being ditched in favour of more positive descriptors such as for hair that gets greasy too quickly'.
Market development director Jacqui Hill said: "No-one likes to think or admit they have greasy hair, and the terms we are using will send out a more positive message."
Hill said Lever would also be replacing the traditional images of perfect beauty in new TV ads with more realistic role models.
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Backed by a £20m marketing spend, the new Sunsilk haircare range, without hairspray, will be available to order from early next month and will come in six variants and 14 SKUs.
All are aimed at the mass market and will cost £1.99 each apart from a Revitaliser and spray Conditioner which will carry rsps of £2.99. Lever, which talked to more than 15,000 women while researching its new offerings, is also hoping that a change in the way it describes each product will attract new customers.
Traditional on-bottle terms like greasy' and dry' are being ditched in favour of more positive descriptors such as for hair that gets greasy too quickly'.
Market development director Jacqui Hill said: "No-one likes to think or admit they have greasy hair, and the terms we are using will send out a more positive message."
Hill said Lever would also be replacing the traditional images of perfect beauty in new TV ads with more realistic role models.
{{MARKETING }}
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