Supplier News Breaks
VO5 makes debut in men's segment
February 13th, 2014
STAMFORD, Conn. – The venerable Alberto VO5 brand is making a foray into men's personal care.
High Ridge Brands said Thursday that it has launched VO5 Men's 3-in-One, a multifunction product that combines VO5 shampoo, conditioner and body wash in one "out-of-the-shower-quick" bottle.
Enriched with VO5's proprietary blend of five essential vitamins (vitamins E, H, C, B5 and B3), VO5 Men's 3-in-1 provides convenience and delivers the same performance and value that the iconic VO5 brand has been known for, the company said.
In addition, VO5 Men's 3-in-1 extends the brand's formula beyond hair care to body care, High Ridge noted.
Available now at retailers nationwide, VO5 Men's 3-in-1 comes in Ocean Surge and Fresh Energy scents. The product carries a suggested retail price of 99 cents for a 12.5-fluid-ounce container.
"Consumers love the superior performance and value that VO5 hair care products deliver, and we saw an opportunity to extend VO5's secret five-vitamin formula to the male segment," according to Nina Riley, vice president of marketing at High Ridge Brands, which acquired the Alberto VO5 brand from Unilever in 2011.
"VO5's Men's 3-in-1 is a phenomenal product that satisfies men's need for a time-saving, head-to-toe shower experience," Riley added.
Besides Alberto VO5 in the United States and Puerto Rico, High Ridge's lineup of brands includes Rave hair care products globally and the Zest and Coast personal cleansing brands in the United States and Canada.
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