The brand's first TV ad for four years will run until September and features a new strapline 'Natural beauty recipes from around the world' and the Timotei girl searching the world for the best natural ingredients. Press ads will accompany the push.
The range has been re-formulated with more natural ingredients and Unilever has revamped the packaging of the 16 SKUs, with all but the Golden Highlights for Blonde and Deep Brunette shampoos receiving a white colour scheme. A globe logo depicting the source of the ingredients has also been introduced.
The relaunch hailed "a new dawn" for the brand, claimed Grant Yates, senior category manager at Unilever. "We expect the new advertising and new formulation and design to resonate with lapsed consumers," said Yates.
The push would also encourage trial among younger female consumers who were too young to remember the ads from the 1980s, he predicted. "Unilever has been working hard to improve the Timotei formula," said Yates. "This has been achieved through the combination of technology and the role of 'natural' ingredients.
"It creates the opportunity to introduce Timotei's benefits to a younger audience, who enjoy using products with natural and organic ingredients."
Unilever gave Timotei's packaging a green colour scheme in 2008.