Alberto VO5 Readies for Relaunch

The well-known Alberto VO5 brand, owned by Stamford, Conn.-based High Ridge Brands, will embark on a comprehensive relaunch led by 360 Public Relations LLC. The fully integrated initiative combines events and earned and paid mass and social media, including a major Facebook campaign highlighting VO5’s five-vitamin formula.

“360 Public Relations brings extensive expertise in women-targeted brands, and VO5 has already benefited from the agency’s deep expertise in consumer public relations and social media,” said High Ridge VP of marketing Nina Riley. “360PR’s audience-centric approach is precisely what we need to reach today’s savvier shopper, who demand both the superior performance and value VO5 delivers.”

“Alberto VO5 is an iconic brand with a motivating and surprisingly unknown story that grows right out of its products: that the ‘V’ in VO5 stands for five essential vitamins for healthy, beautiful hair,” added Rob Bratskeir, EVP of 360 Public Relations, which has offices in New York and Boston, and general manager of the agency’s New York office. ”We’re energized to make this news actionable for women who haven’t yet considered VO5, and reinforcing for those who already love the brand, through the right mix of mass and social channels.”

Alberto VO5’s shampoo and conditioner line includes Extra Body, Repair & Protect SKUs in such fragrances as Kiwi Lime Squeeze, Pomegranate & Grape Seed, Vanilla Mint Tea, Strawberries and Cream, and new Shea Cashmere. The brand also offers hairstyling and treatment products.