Walter Geiger, an exec at Herbal's parent company, says the brand "moved away from classics, at the time, for a strategic reason...In order to reenergize the brand, which had become more for ‘every woman,’ we needed to reset our target ‘who,’ and focused on Millennials.” But now the brand is repackaging two formulas to tap into some of our unbridled nostalgia. The new lines will stay around, but two classics — the Smooth Collection and the Shine Collection — are coming back on the market as sulfate-free conditioners and silicone-free shampoos, all packaged in bottles reminiscent of the days when a pair of faded jeans and a white tee could make a girl feel like Cindy Crawford.
Will the provocative advertisements return, too? Can jaded Millennials finally benefit from a totally
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Photo: Courtesy of Herbal Essences/via WWD.