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Salon Selectives comeback

This article was originally published in The Rose Sheet

Executive Summary

Starting March 1, women can again feel like they "just stepped out of a salon" with reintroduction of Salon Selectives brand discontinued by Unilever in 2004 following its acquisition of Helene Curtis in 1996. New owner of the brand, SBB, which "acquires and revitalizes undervalued brands in the personal-care category," will return the line to store shelves in its familiar "bright pink and coral bottles and apple fragrance," but modernized and in new formulas consumers can mix and match according to their needs, according to recent release. "Our research shows that the brand still has over 80 percent awareness among our target consumers," says Eugene Zeffren, Ph.D., former president of Helene USA and current CEO of SBB. "These women don't just remember the Salon Selectives name, they retain a host of other positive associations, including the apple scent and the customized hair care message - they can even sing the jingle." The first salon-inspired brand available at the mass level, according to SBB, Salon Selectives commanded 6.5 percent of the market and pulled in annual sales of $275 mil. at its peak. SBB is launching a national advertising campaign and online marketing program in support of relaunch...
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