CLAIROL BACKS DAILY DEFENSE SHAMPOO WITH $40 MIL PUSH: SALES GOAL WOULD MAKE NEW PRODUCT A TOP BRAND

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Bristol-Myers Squibb Co.'s Clairol unit will introduce Daily Defense shampoo and conditioner in September, with a $40 million marketing budget supporting the new brand.

Daily Defense features a "chelating" ingredient that coats hair and protects it from damage. The marketer is projecting first-year sales of $60 million to $70 million for the line.

CLAIROL HAS NO. 5 SHAMPOO

Currently, Clairol's Herbal Essences is the No. 5 entry in the $1.5 billion shampoo market, with sales of $70.7 million for the 52 weeks ended May 25, according to Information Resources Inc., up 48.9% over the previous year. The brand is No. 4 in the $813 million conditioner category, with sales up 48.7% to $43 million; Clairol's Infusium conditioner is No. 5 with sales of $41 million.

Wells Rich Greene BDDP, New York, had done some initial work on Daily Defense but the assignment has since been shifted to a second, undisclosed agency.

It is not known whether that shift occurred before or after WRG resigned Clairol's $30 million Herbal Essences haircare line last week.

That resignation was said to have stemmed from Clairol's aim to make Herbal Essences a master brand, beginning this year with a $20 million introduction of a body wash via Bozell.

Though WRG wasn't handling the body wash, any work on Herbal Essences was viewed as a conflict by major client Procter & Gamble Co.; WRG handles its Oil of Olay brand.

WRG continues to handle Clairol's Hydrience and Natural Instincts haircolor.

AGENCY DECISION AHEAD

A Clairol spokeswoman said no decision has been made yet on agencies for either Daily Defense or Herbal Essences.

In addition to Bozell and WRG, J. Walter Thompson Co. is on the Clairol roster. Gotham is a Bristol-Myers agency but to date has no Clairol assignments.

JWT has had to confine its efforts to Clairol haircolor because of haircare-product conflicts with global client Unilever.

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