Salon Selectives, once a star brand for Helene Curtis, disappeared from store shelves in However, a savvy group of industry experts knew the brand, if properly reintroduced, could once again be a hit with consumers. In this business, timing is everything. TricorBraun was responsible for the packaging for six of the new Salon Selectives products, including a curl energizer foam, molding wax, root lifting spray and others. We trusted them to help us reintroduce the brand to the world.
Got It. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media. Login Join. Subscribe Free Magazine eNewsletter. Characterized by brightly colored packaging and a much-loved green apple fragrance, the products offered the promise of custom care for salon beautiful hair at the mass retail level.
Chicago, IL-based Beautology Brands Company, recently added the venerable brand to its fold of premium hair care product portfolio and looks forward to re-commercializing the brand that is still widely-recognized by consumers. When the Salon Selectives brand disappeared from stores more than a decade ago it definitely was not because of lack of consumer loyalty or interest, explained Stuart Straus, president and CEO of Beautology Brands. A revamped Salon Selectives has a ready-made audience.
The brand will be introduced as a value salon brand offering salon quality formulas at a great price. This is absolutely the right time, right price, and right brand. For instance, the Salon Selectives jingle was one of the top three elements that consumers most remembered about the hair care collection.
By , Salon Selectives was a brand on the brink. So executives did a full-scale assessment on its health, determining that the brand was sick, but not dead. Women said they'd even give it a try again if it changed. What was missing was marrying this hairstyle and lifestyle. We call it fun fashion. Walter Thompson, Chicago, that positions the brand as fashion accessory rather than fashion necessity.
Still targeting women in their mids, the television and print campaign, breaking now, encourages women to embrace new ideas for their hair. For example, one TV ad shows a model eyeing a cactus in a desert while a narrator seductively says: "See it. Do it. The tremendous risks of alienating core consumers aren't lost on the company or its ad agency.
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