VO5(R) Speaks a Whole New Language: Refreshed Product Line Focuses on Edgy, Trend-Setting Generation

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Obvi? Dip Out? L8R? This is the new lexicon you may hear from VO5 as it targets a new, younger consumer as part of a multimillion dollar marketing campaign to reposition itself in the hair care category. To reinvent the iconic 50+ year old brand, Extreme Style by VO5 is inviting consumers to take risks, stand out from the crowd and break the mold. The brand's restaged styling line targets Generations X and Y men and women who live by their own rules.

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We are shifting our focus to how hair can define individuality. Just as today's young generation exemplifies a fresh new direction in life, VO5 begins its journey of changing the way we communicate to this highly eclectic group of influencers.

    Starting this fall, Extreme Style by VO5 is revving up conversations with this consumer and supporting the restage through striking new packaging, broadcast integration, celebrity stylist and new print and television advertising campaigns. To further support this restage Extreme Style by VO5 is challenging consumers to break out of their beauty shell and reinvent themselves virtually at the new VO5.com.

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 compliment their attributes.

"We have always been recognized for offering high-performance, affordable hair care to men and women alike," said Robert Keen, Alberto VO5, Marketing Director. "We are shifting our focus to how hair can define individuality. Just as today's young generation exemplifies a fresh new direction in life, VO5 begins its journey of changing the way we communicate to this highly eclectic group of influencers."

Spreading the Word Online

At VO5.com, visitors are privy to an edgy, yet playful, destination where individual shyness is checked at the door and self-expression emerges.

If you ever feel like putting green streaks in your hair or cutting your locks into a rocked-out bob, then your first stop on the site should be the Extreme Style by VO5 salon where you can upload a photo and virtually change your look instantly. Next, get your flirt on and play the Ultimate Flirting Championship - a tournament where the sexy win big! Here, visitors create a hot avatar and work their best pick-up lines live on virtual singles nationwide.

The brand is also sponsoring this year's MySpace Concert Tour featuring artists Hellogoodbye and Polysics. Check out a complete tour schedule at site and before leaving click on the link to the VH1 hit "America's Most Smartest Model" to see how brains and beauty meet to win the Extreme Style by VO5 grand prize of $100,000.

Advertising Breaks this Fall

The Extreme Style by VO5 line is launching new print ads and television spots to help excite consumers about the brand. Television advertising, created by Element 79, speaks to this dual gender audience. The :30 spot is airing on cable stations like MTV, VH1 and FUSE, an audience that mirrors that of the newly reinvented product line and are in heavy rotation through December. The ads feature a steamy encounter where a young woman uses VO5 to style her hair which attracts the interest of a young male neighbor. The spot culminates with a passionate rooftop embrace. The print campaign focuses on both young men and women breaking the rules in everyday situations. The ads are designed by EVB and can be found in national magazines.

Celebrity Stylist & Partnerships

To serve as a voice for the brand, VO5 is enlisting the expertise of celebrity hair stylist Erin Anderson. Erin has a reputation in the fashion and beauty world for her creativity, extreme sense of style and celebrity clientele.

Since Extreme Style by VO5 is all about creating and celebrating your own unique style, this fall VO5 is partnering with VH1 to become the official hairstyling product of the new reality show America's Most Smartest Model. Fourteen models will live together in a house and compete to determine which of them has what it takes to be the smartest model - the perfect combination of Beauty and Brains.

"Extreme Style is designed for both men and women who use their hairstyles to assert individuality and stand out from the crowd," said Mr. Keen, "We know this consumer is all about self-expression. It's not just a packaging change; it's an attitude change for the brand, as well."

The new Extreme Style by VO5 line hits shelves at mass market outlets and drug stores in August and is available for $3.49 in varieties including: Weightless Volumizing Mousse, Curvaceous Curls Volumizing Mousse, Max Hold Hairspray, Volume Blast Styling Spray, Ultimate Hold Power Gel, and Reworkable Putty.

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Alexis Tedesco
M Booth & Associates
212-481-7000 ext. 32
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