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Organics
and Fructis relaunch after Pantene
Primary
Topic: Managing Products
Title:
Organics and Fructis relaunch after Pantene
Source:
From Marketing
Week, 23 November 2000, News
Summary:
The
global relaunch of Pantene, (MW November 2) planned for
early next year, seems to have prompted a raft of shampoo
relaunches in an attempt to grab market share.
It
is understood that Elida Fabergé and Laboratoires
Garnier are aiming to relaunch their Organics and Fructis
brands sometime early next year, in a bid to compete with
Procter & Gamble's Pantene. Elida Fabergé is
the subsidiary of Unilever. Laboratoires Garnier is one
of L'Oréal's hair-care brands.
It
is understood that the revamp of the brands will include
new and redesigned packaging. It is not clear whether there
will be new extensions of the products.
An
industry source says: "P&G is looking at a major relaunch
for Pantene and other big players in the shampoo categories
will have to think of something to beat that. That is what
the relaunch for Organics and Fructis will be about."
Earlier
this year, Elida Fabergé added Organics Vital, a
range of shampoos and conditioners designed to address the
needs of women aged 40-plus.
Both
Unilever and Laboratoires Garnier were unable to confirm
the re-launch of the brands.
The
top three brands in the shampoo category are Pantene, L'Oréal's
Elvive and Organics, according to Elida Fabergé's
Personal Care Fact File 2000.
Questions:
- If
you were marketing manager for Laboratoires Garnier, how
would you respond to the relaunch of Pantene?
- How
will the "brand extension" of the Organics range
consolidate its position as a market leader?
To
read similar stories and to keep up-to-date with new developments,
visit mad.co.uk
for breaking news in marketing.
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