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P&G Aiming To Perk Up Pert, Renew Renewal 5x With Repositioning

This article was originally published in The Rose Sheet

Executive Summary

Procter & Gamble is phasing out its Pert "separates" in favor of a return to the brand's original 2-in-1 shampoo and conditioner products, P&G said. The change is meant to "return Pert Plus to its strong brand identity" as "the 2-in-1 shampoo that leaves your hair lighter and livelier," according to the firm

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Marketing In Brief

Physique repackaging: Unisex hair care line will be repackaged in July to increase consumer understanding of the brand, Procter & Gamble says. While bottles will remain silver, products will have color accents that link them with a styling series: Volumizing (green), Straight (blue), Curl (purple) and the special cleanser/styling group (all silver). New products Volume Boosting Gel and Keep It Straight Gel will debut under Volumizing and Straight series, respectively, and will be priced comparably with other offerings. P&G also is in the process of repositioning its Pert and Renewal 5x brands (1"The Rose Sheet" May 27, 2002, p. 4)...

Marketing In Brief

Physique repackaging: Unisex hair care line will be repackaged in July to increase consumer understanding of the brand, Procter & Gamble says. While bottles will remain silver, products will have color accents that link them with a styling series: Volumizing (green), Straight (blue), Curl (purple) and the special cleanser/styling group (all silver). New products Volume Boosting Gel and Keep It Straight Gel will debut under Volumizing and Straight series, respectively, and will be priced comparably with other offerings. P&G also is in the process of repositioning its Pert and Renewal 5x brands (1"The Rose Sheet" May 27, 2002, p. 4)...

Pert "Separates" Hair Care Ads Promote Individual Shampoo/Conditioners

Procter & Gamble's Pert "separates" hair care advertising campaign stars Pert spokesperson "Sinkguy" and sets of real-life twins to demonstrate the brand's new line of individual shampoos and conditioners.

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