Hoping to stake a claim of the fast-growing $16-million premium hair care market, Alberto-Culver Canada is taking its professional line of hair care products to Canadian food and drug stores.
TRESemme 4+4 Professional Formula is a reformulated version of Alberto-Culver’s wholesale brand, sold to salons since the early 1980s.
TRESemme for retail has been enhanced with natural conditioners and humectants for body, manageability, extra sheen and softness.
Heather Francis, brand manager, says the reformulated product now in stores is the No. 1 selling wholesale or salon brand in the u.k., although the package design is unique to Canada.
The five products in the line – clarifying shampoo, protective conditioner, styling mousse, brush out spray and lifting gel mist – are priced higher than any other Alberto-Culver brands, selling at a regular price of $6.99 or a feature price of $5.99.
Francis says a number of in-store programs are planned throughout the year for TRESemme, with free-standing floor displays, featuring a brochure about the products as well as a cents-off coupon, in store now.
Magazine is the advertising medium chosen for the TRESemme launch and glamor is the image.
‘Starlet’, a black-and-white ad from Bozell Worldwide of Toronto, recalls the Golden Age of Hollywood by using classic photographic techniques of the era to echo the allure, and most notably the hair, of the movie stars of 1930s.
The message that even million-dollar stars had to start somewhere is tagged with the line ‘Finally, affordable professional hair products.’
The ad began running in September issues of major English- and French-language Canadian magazines targeting women. Other executions will be added later.
Harrison Young Pesonen & Newell is handling media.
