VO5 Extreme Style: Building cred-stock 2004-2011

Rebecca Moody and Andrew Quin

This case tells how communications helped VO5, an established women's hair care brand, win over 16-24-year-old men, build 'cred-stock' for VO5 Extreme Style, and become the UK's number one hair styling range for men.

VO5 Extreme Style: Building cred-stock 2004-2011

Principal authors: Rebecca Moody and Andrew Quin, Euro RSCG LondonContributing authors: Diana Caplinska, Euro RSCG London; Jonathan Fox, Holmes & Cook

Since the birth of the teenager in the 1950s, lads have rebelliously used their hair to create their identity, stir the envy of peers, parental scorn and, above all, to get the girl.

How could an established ladies' haircare brand win over 16-24 year old lads? How did VO5 Extreme Style loosen the apron strings to become the No.1 hair styling range for men in the UK?

This paper...

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