CHICAGO Salon Selectives, the recently relaunched hair care brand, has kicked off a national television campaign.
Each spot portrays confident, empowered women who are able to narrowly escape sticky situations by using their intelligence and strength, along with the powers of Salon Selectives.
“The new campaign leverages the brand’s original core messages of transformation and customization while modernizing the theme. We have developed a new ad approach for the hair care category, moving away from product demonstrations and impossibly beautiful hair close ups, to connect with women through fantastical action-adventure stories,” stated Anne West, chief marketing officer for SBB, LLC, Salon Selectives’ marketer and distributor.
Chicago-based Laughlin/Constable developed the spots that will be running on national cable channels, including Lifetime, Oxygen, the Style Network and VH1.
One of the most popular hair care brands of the 1990s, Salon Selectives was recently brought back to the market by a small group of executives who acquired the brand from Unilever.
Although it has been off the market since 2004, the brand, according to the company, still has more than 80 percent awareness, as women don’t just remember the brand name but also such attributes as the apple fragrance and pink bottle color.
The product line includes three shampoos, five conditioners and 10 styling products. The retail price is between $3.29 and $4.29.