Te Tao, developed by Kuan Ltd., London, competes in the herbal/aromatherapy segment of hair care, which grew 18% in 2001, Bruce Travis, CEO of White Rain, said in a statement. The products are said to be based in part on Chinese herbal remedies.
MRP, Stamford, Conn., is agency of record for White Rain, though a spokeswoman said ad plans haven't been finalized.
White Rain plans to begin national distribution of Te Tao in April.
In addition to White Rain hair care products, the company also markets Dippity Do, Adorn, Toni and The Dry Look brands. While White Rain has previously marketed value brands, Te Tao products retail at the premium price range of $5.99 to $14.95.