Haircare giant Wella is backing its fledgling Vivality haircare range with a multi-media campaign to include press and radio adverts and sampling activity. Wella refused to disclose how much it was spending on the backing. But a spokeswoman insisted: "We are promoting this range very seriously and are already delighted with its success." Vivality was launched in May but has yet to get the big celebrity backing that some of Wella's other lines have received. Among the famous to purr Wella's trademark "Because I'm worth it" catchline have been Friends star Jennifer Aniston and Aston Villa footballer David Ginola. Wella said it was keen to use Vivality to push the haircare treatments market which has only 15% penetration compared to 79% for shampoos and 48% for conditioners. It said consumers were likely to repeat a treatment purchase once they had found the right product. {{P&P }}