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Article: Hair care giants battle down under. (Australian hair care market)
- Article from:
- Cosmetics International
- Article date:
- September 25, 1990
CopyrightCOPYRIGHT 1990 Communications International Group. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Hair Care giants Battle Down Under The dominance of Pert 2-in-1, Procter & Gamble's market leader in the Australian hair care market, is to be challenged. Rexona (Unilever subsidiary) is the manufacturer of a new 2-in-1.
Pert was launched in late 1988. By March 1989, the brand was number one in value and it reached number one in volume in June 1989. It still holds this position. Pert was Australia's first combined shampoo-conditioner brand. Others followed: Cedel's Tandem and Protec by Laboratories Pharm-a-care, but Dimension by Rexona looks like being the first real contender, with a reported $1.6 million backing the launch in national television advertising ...