Alberto VOFine thickening hair line backed by $10 mil.-$12 mil. ad/promo budget.
This article was originally published in The Rose Sheet
Executive Summary
ALBERTO-CULVER VOFINE TARGETING WOMEN WITH FINE AND/OR THINNING HAIR, an audience the company said may total as many as 43 mil. based on statistics from a Gallup hair care poll that reports up to 44% of all women have fine or thin hair. Women polled also indicated that limp, thin and flat hair are a significant hair care concern. Rolling out now, the four-item VOFine line of thickening hair products includes two 13 oz. shampoos and two 13 oz. conditioners for $3.49 each.