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Profile: Hair to Stay—The Story of a Relaunch

By: Leslie Benson
Posted: May 1, 2008, from the May 2008 issue of GCI Magazine.

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“When we acquired the brand, we were pretty certain that it would be successful, because everyone on our team had worked on it previously at Helene Curtis or Unilever, and we knew what a powerful brand it had been,” says Zeffren. At its peak, the brand had a 6.5% market share and annual sales totaling $275 million. For the relaunch, SBB repackaged the products and created new formulas that consumers can mix and match according to their own specific needs. The revitalized brand features a line of three shampoos, four conditioners and nine styling products.

“Salon Selectives’ core proposition—‘customized care for salon beautiful hair’—continues to be as relevant and distinct today as it ever was,” says Zeffren. “The promise of looking and feeling like you just stepped out of a salon really resonates with women, and the personalization aspect of the brand empowers women to select just the right products for their unique hair issues. In addition, the brand’s signature apple scent is fondly remembered and still very appealing.”

Targeting a female audience in their 30s, Zeffren says an advertising campaign with “stylish, confident and approachable” spokeswomen, and a new Web site, will embody the brand’s personality to attract consumers. The kicker is a specially designed, interactive online “Hairometer” that allows women to find the Salon Selectives products especially for their hair textures and styles.

There is also a community forum online for hair care chat. “We will be constantly working to keep the Web site fresh and engaging, with new content, offers and downloads,” says Zeffren. “We will post our TV commercials there, as well as coupons and sweepstakes, and we will provide hair care tips and tricks and stylist advice.”

As for future brand growth, Zeffren says his team is already working on product innovations for 2009 and 2010. Unlike Unilever’s failed attempt to reposition Salon Selectives as a global brand for teens, according to Zeffren, the brand’s fresh face for the new millennium hopes to prove that reunions—whether musical or commercial—can be successful. “Our colleagues in the industry have been very positive about the brand’s potential to make a comeback,” Zeffren says. The next 12 months should offer some insight into whether or not he’s right.
Back to the May issue.