No American woman's life was complete in the '90s without the luscious locks promised by Herbal Essences. The transparent bottles, the floral scents — it all had the feel of an upmarket health store's in-house brand, a quality we've been missing as the hair products aisle expands exponentially with all kinds of out-of-this-world claims. If that's a refrain that tugs at your heartstrings, get excited, because the iconic brand is relaunching the old-school packaging.
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
orgasmic organic experience? Only time can tell...but the first official ad will run during the Grammys, so you can see for yourself. (WWD)
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Photo: Courtesy of Herbal Essences/via WWD.