Clairol is claiming it's the first mainstream marketer to offer a complete line of shampoos, conditioners and styling aids to beat the "frizzies." Frizz Control will be targeted at women 14 to 34.
"We're definitely spending more in this segment than any other manufacturer," said Jane Owen, Clairol's haircare group product manager. She declined to confirm the budget.
The campaign from Gotham, New York, will include national print ads; TV commercials on MTV and network prime-time programming; couponing and sampling through packets on other Clairol products; buy-one get-one free offers; and college programs.
Ms. Owen said Clairol has come close to overtaking Alberto-Culver Co.'s No. 3 position in haircare product sales. Procter & Gamble is No. 1
and Unilever No. 2.
Information Resources Inc., which tracks manufacturer sales, shows dramatic growth for Clairol.
For the 52 weeks ended Aug. 25, its Herbal Essences shampoo is up 89.3%, to $52.8 million, and conditioner sales jumped 94.1% to $31.8 million. Those gains drove share for the line of shampoos and conditioners to 3.6% and 3.7%, respectively, for nearly a 4 share-point gain combined in the two categories.
PANTENE UP 16.5%
Other companies posting strong growth include P&G with Pantene, whose shampoo dollar sales grew 16.5% to $225 million and conditioner sales jumped 32.7% to $117.6 million.
Unilever's Helene Curtis division continues to struggle; its Finesse shampoo declined 7.1% to $55 million while the conditioners fell 13.7% to $35.9 million, according to IRI.
Curtis will restage Finesse in 1997 with new packaging, formulas and an estimated $30 million ad campaign from DDB Needham Worldwide, Chicago.