Salon Selectives makes comeback

MMR, March 10, 2008

CHICAGO--An iconic brand of the 1980s and 1990s, Salon Selectives, began reappearing on store shelves earlier this month.

The brand, which originally was developed by Helene Curtis Inc., had been sold by Unilever in December 2006 to SBB LLC, a subsidiary of River West Brands LLC. A brand-acquisition and -development company, River West Brands purchases the rights to well-known but dormant brands, revitalizes them and reintroduces them to the marketplace.

To revive Salon Selectives, the company partnered with a team of hair care experts that included the former president of Helene Curtis, Eugene Zeffren, who is now chief executive officer of SBB. "The reintroduction of Salon Selectives represents a great opportunity for our company," says Zeffren. "Our research shows that the brand still has over 80% awareness among our target consumers.

"These women don't just remember the Salon Selectives name, they retain a host of other positive associations, including the apple scent and the customized hair care."

The first salon-inspired brand to appear at mass, Salon Selectives once again sports its distinctive bright pink and coral bottles and apple fragrance. However, both packaging and formulations have been updated.

The product line consists of three shampoos, four conditioners and nine styling products, all carrying a suggested retail price of $3.99. Consumers can mix and match the new formulas to meet their individual needs.

The relaunch is being supported by a national advertising campaign and an online marketing program.