Salon Selectives, a comprehensive range of hair care products, was introduced by Helene Curtis in 1987, marking a significant innovation in the beauty industry as the pioneering salon-inspired hair care brand accessible in the mass market. The product line encompasses a wide array of hair care solutions, including shampoos, conditioners, hair mousses, sprays, gels, and oils, catering to a diverse set of hair care needs and preferences.
The inception of Salon Selectives represented a strategic attempt to bridge the gap between professional salon-quality hair care and consumer accessibility. By offering products that promised salon-level results from the convenience of one's home, Salon Selectives quickly established itself as a household name in hair care.
In 1996, Salon Selectives underwent a significant transition when it was acquired by Unilever, a global conglomerate known for its extensive portfolio of consumer goods. This acquisition marked the beginning of a series of transformations for the brand. In 2000, Unilever initiated a comprehensive restructuring of the Salon Selectives line, introducing an entirely new range of products designed to modernize the brand and align it with contemporary hair care trends and consumer expectations.
A notable relaunch occurred in 2011, when Salon Selectives introduced 32-ounce bottles of its products. This strategic move was aimed at reinforcing the brand's commitment to providing consumers with salon-quality products at a value that aligned with everyday pricing expectations. The relaunch emphasized the brand's dedication to affordability without compromising on quality, ensuring that consumers could enjoy premium hair care experiences at a fraction of the cost of professional salon services.
Throughout its history, Salon Selectives has demonstrated an ability to adapt and evolve within the dynamic landscape of the beauty and personal care industry. From its origins as an innovator of salon-inspired hair care for the mass market to its ongoing efforts to offer value-driven, quality products, Salon Selectives remains a significant player in the realm of hair care, continuously striving to meet the changing needs and preferences of its consumer base.
Salon Selectives products
Original lineup (1987–2000)
When originally introduced in 1987, Salon Selectives was conceived as a level-based product line of shampoos, conditioners, and styling products. SS shampoos had rosy-red bottles with level numbers, while Salon Selectives conditioners were in lighter pink ones bearing letter labels signifying type. Popularized by Helene Curtis, the brand proved to be a success, with a 6.5 percent market share and annual sales of $275 million in the late 90s (making it the second most successful hair care brand in the US).[1][2]
Revamped lineup (2000–2006)
In the year 2000, the Salon Selectives brand underwent a significant transformation, with a comprehensive revamp of its product line. A pivotal change in this overhaul was the departure from the brand's iconic red and pink packaging, a visual hallmark that had become synonymous with Salon Selectives since its inception. This strategic shift in branding was aimed at refreshing the product line's image and appeal.
In September 2000, the reimagined product line was launched, introducing a theme-based approach to its range of offerings. Each product within the new lineup was assigned a distinctive, memorable name, designed to resonate with consumers and enhance the brand's marketability. Furthermore, in a marked departure from its previous packaging design, the revamped products were presented in clear containers. This packaging choice was not merely aesthetic but served to underscore the brand's commitment to transparency and quality, allowing consumers to visually assess the products they were purchasing.
The 2000 rebranding and product relaunch represented a strategic effort by Salon Selectives to reposition itself within the competitive landscape of hair care products. By adopting a more contemporary and consumer-friendly approach, the brand sought to maintain its relevance and appeal to a new generation of users, while continuing to emphasize the salon-inspired quality and innovation that had defined its market presence.[2]
In 2010, CLT International, a corporation with global operations in the health and beauty sector, as well as in brand acquisitions, successfully acquired the rights to the Salon Selectives brand. Following this acquisition, CLT International reintroduced the brand to the market in early 2011 with an updated line of hair care products. This relaunch included shampoos, conditioners, styling aids, and hair brushes, marking a return to the brand's iconic red and pink packaging and the signature green apple scent, rekindling the original aesthetic and olfactory identity of Salon Selectives.
To engage with a newer, younger audience and expand its demographic reach, CLT International embarked on an innovative marketing strategy that heavily incorporated social media platforms. Utilizing popular sites such as Facebook and Twitter, the company aimed to foster a more interactive and direct connection with consumers, a departure from traditional advertising methods.
By 2018, Salon Selectives had positioned itself as a value-oriented brand within the hair care market. The brand adopted a competitive pricing strategy, offering its standard size bottles at a consistent price point of one dollar. This approach aimed to make Salon Selectives accessible to a broader segment of consumers, emphasizing affordability without compromising on quality, and reinforcing the brand's presence in the competitive landscape of discount personal care products.[1]
Acquisition by ECB (2018)
Salon Selectives was acquired by Evergreen Consumer Brands on May 31, 2018.[3]
