Alberto-Culver dabbling in skin care with Alberto VO5 Naturals Plus Hair & Body Shampoo.
This article was originally published in The Rose Sheet
Executive Summary
ALBERTO-CULVER ALBERTO VO5 NATURALS PLUS HAIR & BODY SHAMPOO opens the door for a potential skin care product line marketed under the Alberto VO5 brand, the Melrose Park, Ill.-based company said. Alberto said it is interested in exploring possibilities in the skin care arena in the future, although the company noted there is "no real push right now." The firm's only skin care offerings are under the Swiss Formula brand from its St. Ives Labs subsidiary.
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ALBERTO-CULVER ALBERTO VO5 NATURALS PLUS HAIR & BODY SHAMPOO opens the door for a potential skin care product line marketed under the Alberto VO5 brand, the Melrose Park, Ill.-based company said. Alberto said it is interested in exploring possibilities in the skin care arena in the future, although the company noted there is "no real push right now." The firm's only skin care offerings are under the Swiss Formula brand from its St. Ives Labs subsidiary. The two-in-one hair and body shampoos, available in three formulas -- Meadow Mist, Fruit Splash and Ocean Spa -- shipped in August and are appearing on mass market shelves now, with a roll-out to the company's full distribution by the end of the year, Alberto said. Each 14 oz. bottle is value-priced at a suggested $1.39. Alberto VO5 Naturals Plus Hair & Body Shampoo is targeted to both men and women, and is perfect for "hectic lifestyles," the company said. Alberto-Culver is developing print and television advertising as well as FSIs, although details are not yet final. New York-based Lois USA has been contracted to design the ad spots. All three products are formulated with vitamin E, provitamin B5 and "natural organic extracts" to cleanse and soften skin and leave hair "beautifully clean" and full of body, Alberto said. "Refreshing" Meadow Mist also contains aloe; the Fruit Splash formula is enriched with honey dew extract; and natural sea extract is added to the Ocean Spa version for a "soothing and invigorating sensation," the company said. The Hair & Body Shampoo is packaged in white, tear-shaped plastic bottles with flip-top caps. Each formula carries an identifying graphic on the front panel and features color-coded text. Meadow Mist depicts a green plant graphic with green text; Fruit Splash's fruit graphic is paired with burgundy text; and Ocean Spa features water drops with blue text. Alberto said that "after talking to many men and women" it learned that "consumers prefer personal care products -- especially shampoos and body cleansers -- that contain natural ingredients." The company has been dedicating much attention to the "natural products" concept over the past year. Alberto introduced the VO5 Naturals brand in August 1995 with an eight-SKU shampoo and conditioner line ("The Rose Sheet" May 15, 1995, p. 2) and extended the line with hairspray in March. Alberto's professional hair care brand, TRESemme, was expanded with TRESemme Naturals in August ("The Rose Sheet" July 8, p. 2), and the firm's TCB African-American hair care line was reformulated and renamed TCB Naturals in January ("The Rose Sheet" Jan. 15, p. 6). |