Archetypal 1950s brand Brylcreem is set for a full-scale facelift this summer. The male hair styling stalwart s renovation programme includes new products, new packaging and new merchandising guidelines. It will also get support from a £3m PR, press ads and TV commercial campaign. Joining the range are a Wax Stick designed for styling short hair, Reshaper Gum for moulding textured styles and adding shine, and Reshaper Putty to give a messed up effect with a matt finish. The gels have been reformulated and improved and include Modelling, Wet Look, Strong and Ultra Gel, as well as a new UV formula which glows under UV lights. Packaging changes are aimed at increasing the range's on-shelf impact. The waxes move into Brylcreem swirl-style pots while the gels get a new tube design. The strength of hold' ­ which ranges from one to four ­ is shown by colour coding and dots on the pack. Price points range from £3.19 to £3.99. The company suggests displaying the range ­ which is the only UK mainstream hair styling range specifically for men ­ next to the Lynx male fragrance range. TV ads will start in the autumn, along with press advertisements for the gels and reshaper products. PR activity includes a team of Brylcreem Babes driving coverage in men's magazines. {{P&P }}