Hasta La Creative!

THE INSIGHT

Launched by late hairstylist and entrepreneur Jheri Redding in 1979, Nexxus could use some updating in a category where new-product churn is accelerating. Nexxus, now owned by Unilever, has declined in recent years despite a 2005 expansion from salons to mass retail that brought more distribution, but arguably less professional cachet. Nexxus sells for more than twice per ounce what many mass brands cost, while hundreds of new salon and mass hair products hit the market each year, intensifying competition. And none of that has actually improved how people feel about their hair. “We know the vast majority of women are dissatisfied with their hair, and it’s getting worse,” said Global Brand Director Jessica Grigoriou. “In one study, only 11% of women were satisfied with their hair. And couple that with the hair-care category, which is complex and can be really difficult to navigate and shop.”

THE IDEA

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