Wella is to spend pounds 27m on a major haircare launch, as it bids
to leapfrog rivals such as Lever Faberge and Bristol-Myers Squibb to
take third place in the shampoo sector.
The range, called Vivality, will be backed by Wella's biggest ever
marketing spend, and will include TV, point-of-sale and sampling
activity when it launches next month.
Wella currently ranks eighth in the 'care' sector, which includes
shampoos, conditioners and treatments, with a 3% market share, well
behind market leaders Procter & Gamble and L'Oreal, which have 21% and
13% shares respectively (IR and AGB).
Wella's global agency, Jung von Matt, created the work, but has since
lost the account to German shop Select.
Media is by New PHD, sponsorship by Drum PHD, and promotions and
sampling by Marketing Drive.
Vivality will be positioned as a mainstream shampoo, but will depart
from recent marketing traits in the sector of emphasising the technical
merits of ingredients.