Wella is going down the unisex route by giving its Shockwaves hair styling range a makeover to appeal to both sexes.

Two newcomers join the range - Ultra Strong gel spray and Volumising hairspray - each retailing at £2.49. The idea is to attract more female users to a brand generally perceived as one for the boys.

The overall range has also had a revamp to make it more female-friendly including a redesigned logo and usage instructions.

The move coincides with a similar initiative by Brylcreem as suppliers aim to broaden their brand appeal.

P&G is backing the activity with a multimedia marketing push, including TV, throughout the first half of the year.

"New Wella Shockwaves will appeal to a wider target group and the relaunch will show we are constantly updating our products and strategies to meet the very latest consumer demands," said trade communications manager Paul Lettice.