Magazine article Marketing

Elida Gibbs Takes a New Dimension to Tackle P&G

Magazine article Marketing

Elida Gibbs Takes a New Dimension to Tackle P&G

Article excerpt

Elida Gibbs takes a new Dimension to tackle P&G

Elida Gibbs is relaunching Dimension -- the original "two in one" shampoo and conditioner -- in an effort to take on the might of its successful rival Wash & Go.

Next month the repackaged, reformulated Unilever brand will appear on-shelf. Later in the year it will be backed by a 1.5m [pounds] three month intensive TV ad campaign.

Rival Vidal Sassoon's Wash & Go is a runaway success admits Elida Gibbs haircare marketing manager Helen Lewis. "The Dimension mix hasn't been strong enough to achieve the position we wanted it to have," she adds.

Dimension was originally introduced in 1986. It was launched on a cosmetic platform -- a message which "felt like it had been heard before" says Lewis. And it excluded men, consumers of half of all shampoo.

When Procter and Gamble came on the scene with Wash & Go in 1989, it focused on the convenience aspect of being able to use just one product instead of a shampoo and conditioner.

Wash & Go is now credited with creating a new sector of the haircare market. …

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