Helene Curtis Industries, Inc.: Finesse campaign

Mariko Fujinaka

Helene Curtis Industries, Inc., a division of the Anglo-Dutch conglomerate Unilever N.V. after 1996, was a relatively small yet notable player in the personal care products industry in the 1970s.

Helene Curtis Industries, Inc.: Finesse campaign

Mariko Fujinaka

Overview

Helene Curtis Industries, Inc., a division of the Anglo-Dutch conglomerate Unilever N.V. after 1996, was a relatively small yet notable player in the personal care products industry in the 1970s. Although the company introduced innovative and original products after its inception in 1927, Curtis eventually saw profits drop and promising brands fail. The most successful line was the economy-priced Suave brand of shampoos and conditioners, which after renewed advertising efforts became the top-selling shampoo brand in terms of volume in 1977. The company yearned for additional market share in the lucrative...

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