Magazine article Marketing

Alberto-Culver Shakes Up VO5

Magazine article Marketing

Alberto-Culver Shakes Up VO5

Article excerpt

Alberto-Culver is taking its shampoo brand VO5 further upmarket, with a new formulation and design, a higher price tag, and a boost to the company's total adspend from a claimed |pounds~7.5m to |pounds~9.1m.

Simultaneously, the company is launching an innovative "leave in" mousse conditioner under the VO5 brand, which marketing manager Robert Noble hopes will expand the |pounds~85m conditioner market, and cement its leadership in this sector.

The US-owned company is ranked fifth as a haircare manufacturer in the UK, behind Procter & Gamble, Wella, Elida Gibbs and L'Oreal, according to AGB Super-panel research. But its VO5 brand, spanning shampoos, conditioners and styling aids, is now the second best-selling range, behind P&G's Vidal Sassoon.

The shampoo relaunch involves a price hike from the equivalent of 46p/100ml to 60p/100ml. Noble claims the trade has not disputed the rise, and in fact felt that VO5 had been underpriced for its quality image.

He also argues that the push comes as the marketplace moves VO5's way.

"There was a strong move to mildness in the 80s, with brands such as Timotei," says Noble. "In the early 90s, it switched to two-in-ones, such as Wash & Go. …

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