BEAUTY CARE

VO5 gets image facelift

BY Antoinette Alexander

MELROSE PARK, Ill. Extreme Style by VO5, an iconic 50-plus year old brand, is looking to reinvent itself and reach today’s younger consumer through a new Web site, print and television ad campaigns, a celebrity stylist and new packaging.

“We are shifting our focus to how hair can define individuality. Just as today’s young generation exemplifies a fresh new direction in life, VO5 begins its journey of changing the way we communicate to this highly eclectic group of influencers,” stated Robert Keen, Alberto VO5 marketing director.

Looking to spread the word online, the brand has launched the new VO5.com site where visitors can upload a photo and virtually change their look instantly. Visitors also can participate in the Ultimate Flirting Championship, where they create an avatar and work their best pick up lines live on virtual singles nationwide.

The brand is also sponsoring this year’s MySpace Concert Tour featuring artists Hellogoodbye and Polysics.

Meanwhile, the brand launched in the fall new print ads and television spots. The 30-second spots, created by Element 79, are airing on such cable stations as MTV, VH1 and FUSE and speak to a dual gender audience.

To serve as a voice for the brand, VO5 has enlisted the expertise of celebrity hair stylist Erin Anderson. It is also partnering with VH1 to be the official hairstyling product of the new reality show “America’s Most Smartest Model.”

The new Extreme Style by VO5 line includes Weightless Volumizing Mousse, Curvaceous Curls Volumizing Mousse, Max Hold Hairspray, Volume Blast Styling Spray, Ultimate Hold Power Gel and Reworkable Putty.

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Lornamead’s Finesse gets a new look

BY Antoinette Alexander

STAMFORD, Conn. Personal care company Lornamead is celebrating Finesse’s 25th anniversary with new packaging throughout the entire range of shampoos, conditioners and styling products.

The new packaging features a three-dimensional burst, designed to reflect the nature of all three formulations using primary colors. For example, Enhancing Shampoo is blue, Moisturizing Shampoo is pink and Volumizing is green.

“On the occasion of the brand’s 25th birthday, it was fitting that this popular hair care line from the ‘80s got an update,” stated George Russell, chief executive officer of Lornamead.

New York-based firm Muts & Joy designed the new packaging.

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L’Oreal to acquire Turkish hair care company

BY Antoinette Alexander

PARIS L’Oreal group has announced an agreement to acquire Turkish hair care products company Canan.

The deal is subject to closing conditions and customary governmental review, including antitrust clearance. L’Oreal expects that the acquisition of Canan will be accretive from 2009.

Founded in 1981, Canan achieved sales of €26 million in 2006, mainly through its brand Ipek, which is in fourth position in the mass-market hair care segment.

Ipek is widely distributed throughout Turkey, both in mass market and traditional retail outlets. Canan has a factory near Istanbul.

According to Patrick Rabain, president of consumer products, “The Turkish cosmetics market is expanding strongly and has a very large growth potential. The acquisition of Canan will bolster our positions in hair care products, the largest segment in the market. With its commercial dynamism and its extensive presence in retailing channels, Canan will also accelerate the development of the division’s other brands.”

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