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Hair care brand Salon Selectives re-launched

By Guy Montague-Jones , 21-Feb-2008

Chicago-based SBB plans to re-launch Salon Selectives and play on consumer awareness of the hair care brand to recapture its glory days of the 80s and 90s.

At its peak Salon Selectives achieved annual sales of $275m but left the cosmetics market in 2004 when Unilever discontinued the brand on acquiring former owners Helene Curtis. Now Eugene Zeffern, the former president of Helene Curtis and co-founder of SBB, is looking to reignite the fortunes of the old brand. Zeffern said: "Our research shows that the brand still has over 80 percent awareness among our target consumers. "These women don't just remember the Salon Selectives name, they retain a host of other positive associations, including the apple scent and the customized hair care message - they can even sing the jingle." Marketing strategy Salon Selectives will be returning to the shelves with updated packaging and new formulas. The brand, which was marketed on the claim that it made women feel like they had just stepped out of a salon, will nonetheless retain many of its defining features such as pink bottles, apple fragrance and customization The product line includes three shampoos, four conditioners and nine styling products that customers are invited to mix and match according to their hair care needs. The range will back on shelves from March and in keeping with modern shopping habits it will also be available online. Supporting the re-launch will be a national advertising campaign complemented by online marketing.

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