In a move to enhance the Herbal Essences portfolio, Procter & Gamble Co. is introducing the brand’s first premium line, the Naked Collection, in January. While some may remember a similar attempt to upgrade P&G’s mass channel hair offerings in 2000 with the ill-fated Physique range, P&G executives say today’s retail climate is better suited for a successful higher-priced launch initiative.
“The Physique launch was a new brand entry into, at the time, a nascent masstige FDM [food drug and mass market] segment,” stated Walter Geiger, P&G’s vice president of Hair Care & Color for North America. “Over the past decade, the hair-care category has undergone a massive evolution with the establishment of new price tiers and entry of salon-to-mass brands.”
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