HBW Insight is part of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By


VO5 targets youth

This article was originally published in The Rose Sheet

Executive Summary

Marketing for Extreme Style by VO5 is positioned to appeal to new, younger consumers "who live by their own rules," Alberto-Culver says. "The brand's shift in positioning is in response to the generation that screams self-expression and individuality - a generation in search of products that complement their attributes." The restaging of the brand will consist of new packaging as well as a print and TV campaign, according to the company. A new 30-second spot featuring a young woman who uses VO5 to style her hair and catch the eye of her young male neighbor will be in heavy rotation on MTV, VH1 and FUSE through December, and the brand is the official styling product of the VH1 reality show "America's Most Smartest Model." Revamping the brand's Web presence is central to the relaunch, Alberto-Culver says; 1www.Vo5.com now features games and contests. Alberto Culver also has signed celebrity hair stylist Erin Anderson and this year will be a sponsor of the MySpace Concert Tour...

You may also be interested in...

Lucky STAR: FDA’s eSTAR Pilot Aims To Make 510(k) Process Smoother With Submission Template For Device Makers

Nine manufacturers will soon have the chance to enroll in a voluntary eSTAR pilot program that the US agency says will make the premarket review process more efficient and consistent. The design and structure of an electronic Submission Template And Resource – or eSTAR – template is similar to templates used by FDA reviewers. An eSTAR won’t change the agency’s statutory or data requirements for sponsors to show substantial equivalence to predicate devices.

E.l.f. Puts Premium On ‘Clean Beauty’ With First Strategic Acquisition: W3ll People

W3ll People is expected to add a relatively modest $7m to e.l.f. Beauty’s fiscal 2021 top line, but the brand has “major white space” opportunities, including at Target, e.l.f.’s longest-standing customer. Further, its plant-based product line includes 40 “EWG Verified” products, reflecting expertise e.l.f. is eager to tap.

UCB Pins Growth Hopes On Burgeoning Late-Stage Pipeline

UCB's R&D efforts include late-stage diverse but complementary immunologicals and anti-neuroinflammatories.





Ask The Analyst

Please Note: You can also Click below Link for Ask the Analyst
Ask The Analyst

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts