Euro RSCG Wnek Gosper will relaunch Procter and Gamble’s Vidal Sassoon
Salon Collection in the UK, having won the brand’s pan-European business
in an international realignment in which Leo Burnett lost out to its P&G
In the UK, Vidal Sassoon spent pounds 1.5 million on the range last
year, but the budget is expected to be tripled for a planned relaunch of
the Salon Collection range, also known as Redline, in October.
Media will shift out of Zenith Media and into Mediastar. Burnetts will
continue to handle the global Wash and Go business, worth pounds 6
million in this country. Wash and Go is branded with the Vidal Sassoon
name in the UK, but has different names and packaging in other
countries. In the US, it is sold under the brand name Pert.
Advertising support for Vidal Sassoon’s Salon Collection has fallen over
recent years, and been eclipsed in the UK by Wash and Go.
However, P&G has decided to invest in a Salon Collection relaunch to
bolster the range’s position in an increasingly competitive market.
Euro RSCG already handles the Vidal Sassoon Salon Collection account in
the US, and the European win is part of an ongoing rationalisation of
P&G’s advertising arrangements.
A P&G spokeswoman confirmed that the Vidal Sassoon account had moved to
Euro RSCG, but refused to reveal the brand’s planned pan-European
Brett Gosper, the chief executive of Euro RSCG Wnek Gosper, confirmed
the win, but was unable to comment further.