Wella puts pounds 27m behind launch of Vivality products

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.

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