Alberto-Culver Canada has its sights firmly fixed on the top spot in Canada’s $500 million haircare marketplace.

The No. 3 haircare company, already leading in some of the categories, is looking to push Procter & Gamble and Helene Curtis aside with new initiatives and aggressive new product introduction plans scheduled for this year and next.

The new haircare products will build on the company’s franchises in its flagship brands, Alberto and VO5, which celebrates 40 years in the market this year.

David Parkinson, vice-president of marketing, says while haircare will be the primary focus of the company’s efforts, there will also be some products introduced outside the haircare arena.

Alberto-Culver’s toiletries and haircare division makes up about three-quarters of the company, but it also has a smaller household and grocery division with brands such as SugarTwin low-calorie sweetener, Mrs. Dash seasoning and Static Guard.

Alberto-Culver began the new strategy mid-month with the launch of several products, including an extension of the venerable VO5 brand that is targeted to younger consumers.

VO5 Naturals, in stores this week, is a line of shampoos and conditioners in four fragrances made from natural extract blends of fruits, botanicals and flowers.

‘What Naturals will do is effectively broaden the appeal and competitive position of VO5,’ Parkinson says.

Alberto-Culver began revitalizing VO5 last year by introducing VO5 Ultra shampoos and conditioners.

‘VO5 Ultra brought a new positioning, pricing and product story to the consumer,’ Parkinson says.

‘It has been a successful strategy and Ultra is now the leading conditioner brand.’

This past spring, VO5 Swim Care Shampoo and Hot Oil Treatment, products to minimize the damage caused to hair by sun, chlorine and salt water, were introduced.

Since its introduction in the 1980s, the company’s Alberto European line of styling products has been the leader in its segment.

This month, it has been repackaged and relaunched simultaneously with three additions to the line: Alberto European Salon Shampoo; Shampoo and Conditioner in One, and Salon Conditioner.

The shampoos are the first on the market to contain alpha-hydroxy acids (ahas), the latest trend in skincare.

‘ahaactually smooths the hair shaft,’ says Parkinson.

To develop the brand’s connection to fashion, a multi-product, merchandising and consumer promotion called Eurostyle, The Cutting Edge will launch at the end of the month.

The program is scheduled to be a semi-annual event and will be supported by a 16-page booklet available at stores and inserted in consumer magazines.

‘We’re marketing the total look of the woman because that’s how they view their hair, in the context of cosmetics and clothes,’ he says.

Parkinson says there is already a high level of interest from other cosmetic or fashion companies to participate next time.

Print and television campaigns will come this fall from Ambrose Carr Linton Kelly of Toronto, with placement by Harrison Young Pesonen & Newell.

Alberto-Culver also recently hired The Communications Group of Toronto to provide strategy for the new product introductions and marketing initiatives.

The new programs are expected to include event sponsorship efforts that will link Alberto to fashion to a much greater degree.