Unilever is aiming to simplify shopping for confused fellas - and prevent them leaving stores empty-handed - by giving its V05 styling products a makeover.

Rolling out now, VO5 Extreme Style had been updated to highlight the use of each product, and includes descriptions such as ‘sculpted hold’ and ‘casual control’.

The overhaul followed research that suggested men found the haircare fixture confusing and difficult to shop, said brand manager Joe Assheton. “With an overwhelming number of products on offer, it’s no wonder the majority of guys leave without purchasing a single product,” he added.

TV, print and digital activity will support the range overhaul.