NEW YORK — It must be something in the water. The $4.5 billion U.S. hair care category is set to receive yet another major new shampoo and conditioner line, complete with a $100 million ad campaign and first-year sales estimates of $150 million.

Dove, the latest entry into the fray, has until now been best known for its deodorant and oval-shaped synthetic bar —it’s not a soap since it doesn’t contain lye. But whether the 50-year-old brand can compete against some of hair care’s sexier new players is creating a wait-and-see attitude as the product hits stores next week.

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