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VO5 targets youth

This article was originally published in The Rose Sheet

Executive Summary

Marketing for Extreme Style by VO5 is positioned to appeal to new, younger consumers "who live by their own rules," Alberto-Culver says. "The brand's shift in positioning is in response to the generation that screams self-expression and individuality - a generation in search of products that complement their attributes." The restaging of the brand will consist of new packaging as well as a print and TV campaign, according to the company. A new 30-second spot featuring a young woman who uses VO5 to style her hair and catch the eye of her young male neighbor will be in heavy rotation on MTV, VH1 and FUSE through December, and the brand is the official styling product of the VH1 reality show "America's Most Smartest Model." Revamping the brand's Web presence is central to the relaunch, Alberto-Culver says; now features games and contests. Alberto Culver also has signed celebrity hair stylist Erin Anderson and this year will be a sponsor of the MySpace Concert Tour...



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