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Marketing in Brief: Alberto-Culver

This article was originally published in The Rose Sheet

Executive Summary

Alberto-Culver: Repackaging Consort men's toiletries line with an "upscale, contemporary design," the company said. The new "strong, masculine" look uses "contemporary flair" to "better communicate" the brand's classic image, Alberto said. The company has changed the packaging to cobalt blue and color-coded the original Consort logo -- the image of a man's head -- depending on the formula. The new look debuts this month, but Alberto previewed the packaging in August when it launched Consort minoxidil 2% hair regrowth treatment ("The Rose Sheet" July 29, p. 1). The entire repackaged line will be featured in Consort advertising in January...
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