By  on February 11, 1994

NEW YORK -- For years, Procter & Gamble's Vidal Sassoon hair care brand was known for the slogan, "If you don't look good, we don't look good." Now, P&G is taking a more direct course of action by giving the brand a complete overhaul.

In May, P&G will nationally launch The Vidal Sassoon International Hair Care System, which will supplant the company's existing styling products -- shampoos, conditioners, finishing rinses and combination shampoos under the Sassoon name.

The repackaged, reformulated and refragranced line will consist of four shampoos, four conditioners, a deep conditioning treatment, three versions of a product that combines shampoo, conditioner and finishing rinse and 12 styling products, including gels, sprays and mousses.

According to Kimberly Stewart, beauty care manager at P&G, the launch is a global one. The new Sassoon line debuted in the Far East last year, where it is already the number one line there, realizing $100 million in sales in six months.

The revised Sassoon will launch in the U.S. and Canada this year. It is scheduled to roll out worldwide by summer 1995.

"We took this tactic with Pantene Pro-V," she said, referring to P&G's top-selling hair care brand that was relaunched in 1992. "It has been very successful for us."

The old Sassoon brands already have some international penetration in various markets, including Taiwan, Japan, Philippines, Thailand, Singapore, Malaysia, Hong Kong, the United Kingdom, the U.S. and Canada. The new Sassoon products will be distributed in these markets as well as 16 new markets, including China, Korea, Indonesia, Australia, New Zealand, Mexico, Puerto Rico, Spain, Germany, Switzerland, Holland, Portugal, Italy, Belgium, Scandinavia and Eastern Europe.

"All of the formulas will be tweaked slightly to better accommodate the regional differences of hair type," said Vidal Sassoon. "For example, people in the Orient have much thicker hair than Americans do, so they need somewhat of a different formula."

Procter & Gamble acquired the brand from Richardson-Vicks in 1985 as a line of three shampoos, conditioners, a finishing rinse and 16 styling products. The line was positioned as a three-step regimen: cleanse, condition and protect.

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