Alberto-Culver USA, Inc.: Rula Lenska For Alberto Vo5 campaign

Mariko Fujinaka

Alberto-Culver USA, Inc., a relatively small contender in the consumer goods market/was best known in the 1970s for its flagship brand of hair care products, Alberto VO5.

Alberto-Culver USA, Inc.: Rula Lenska For Alberto Vo5 campaign

Mariko Fujinaka

Overview

Alberto-Culver USA, Inc., a relatively small contender in the consumer goods market/was best known in the 1970s for its flagship brand of hair care products, Alberto VO5.In the severely competitive hair care world, Alberto-Culver sought to grab what market share it could, and in 1978 the company launched an advertising campaign to promote the Alberto VO5 product line. The crux of the campaign, which was primarily limited to television, was celebrity spokesperson Rula Lenska, a British actress hired by Alberto-Culver founder, president, and CEO Leonard Lavin....

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