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Helene Curtis

This article was originally published in The Rose Sheet

Executive Summary

Firm says it does "not expect to continue to invest" in Vibrance hair care since the brand currently holds about a 2% unit and dollar share of the hair care market, short of the 5% market share Curtis had expected. The company previously has said that sales of Vibrance have not reached expectations. Curtis launches the brand in the spring of 1991 with $55 mil. in ad, promo and publicity spending its first year on the market. The company's other hair care brands recorded sales declines in the third quarter (ended Nov. 30). Suave slid 8%, Salon Selectives dropped 16% and Finesse fell 20%
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