Alberto VO5 To Launch Upscale Styling Line

In February Alberto VO5 will introduce Salon Series, its first foray into the “value-plus” segment, which generated more than $200 million across food, drug and mass channels last year (excluding Wal-Mart), said Nina Riley, vice president of marketing for High Ridge Brands, which owns VO5.


Industry sources estimate that the range — priced from $2.49 to $5.99 — could generate between $25 million and $30 million in its first year at retail in the U.S. and Puerto Rico.



The collection, which will be sold in more than 5,000 doors, is comprised of 15 shampoos, conditioners, stylers and treatments. Each product contains natural oils from botanicals like honey, papaya, kiwi, marigold and sweet almond. “The fragrance is like no other,” said Riley, who said she is also focused on increasing brand awareness after a survey revealed that 98 percent of women could not identify what the name, V05, actually stood for. The answer is five essential vitamins: E, H, C, B3 and B5.