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JUN 17

The Issue: How P&G Brought Back Herbal Essences

It updated a stale mass-market shampoo to appeal to younger Gen Y and Millennial women

BusinessWeek, June 17, 2008 — When Procter & Gamble acquired hair-care company Clairol in 2001, it inherited a floundering shampoo brand. By 2004, Herbal Essences, at the time nearly 35 years old and a mass-market hair-care brand for women, was in a "long-term decline," reports Chairman and CEO A.G. Lafley. Marketed to all women (or at least those who wash their hair), the line had gone stale, with little distinction from the many competitors it shared on the drugstore shelf.

Categories: Innovation, Brand Strategy
Tags: P&G, Repositioning, Revitalization

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