Marketing in Brief: Alberto-Culver
This article was originally published in The Rose Sheet
Executive Summary
Alberto-Culver: Cortexx shampoo and conditioner line is formulated with gelatin to "fortify hair and reduce excess hair loss from breakage and splitting." The four-SKU line includes Balancing shampoo and conditioner for normal hair and a Revitalizing formulation for dry or treated hair. The launch will be supported by a $10 mil. ad campaign running April through June, the company said. Priced at $3.89 for a 12 oz. bottle, the products will give Alberto-Culver an entree into the "mid-priced" hair care market...