Salon Selectives will be back on store shelves starting March 1. The recently re-launched Salon Selectives, made popular in the 1980s and 1990s by Helene Curtis Inc.,  features the familiar bright pink and coral bottles and apple fragrance along with the ability for women to customize their hair care regimen.

Chicago-based SBB Inc. acquired the brand. The firm was founded in 2007 by a group of experienced executives from the personal care industry, including Eugene Zeffren, Ph.D., former president of Helene Curtis USA, who is currently serving as SBB’s chief executive officer. Unilever acquired Helene Curtis in 1996 and discontinued Salon Selectives in 2004.  

“The re-introduction of Salon Selectives represents a great opportunity for our company,” said Dr. Zeffren. “Our research shows that the brand still has over 80 percent awareness among our target consumers. These women don’t just remember the Salon Selectives name, they retain a host of other positive associations, including the apple scent and the customized hair care message—they can even sing the jingle.”

Salon Selectives was the first salon-inspired brand available in mass retail stores. At its peak, the brand had a 6.5 percent market share and annual sales totaling $275 million. In order to ensure a successful re-launch of the popular line, SBB is leveraging the brand’s core equity and positioning while modernizing the products with a packaging update and new formulas that consumers can mix and match according to their own specific needs.

As part of the brand’s re-introduction, SBB is also launching a national advertising campaign and online marketing program. The product line features three shampoos, four conditioners and nine styling products with a suggested retail price of $3.99.