Unilever continues to bring more personal care brands to the Argentine market, now launching Nexxus, a brand that, although in different channels, will compete with L’oréal’s Kérastase. It has eight presentations retailing for an average of AR$500 (US$13) putting it at opposite ends of the market from Unilever’s own Sedal, which retails at AR$75.
Despite the recession and drop in consumption in Argentina, Anglo-Dutch Unilever continues to launch brands on the local market, now with hair care brand Nexxus.
The brand is to retail in the pharmacy and perfumery channel at an average AR$500 (US $13) putting it in a price range that aims to place it as a competitor to L’oréal’s Kérastase, although the latter sells in the hair salon channel.
Nexxus, which was launched in neighbouring Brazil in 2016 and is also available in Mexico, comes under the reins of hair care marketing director Dolores Montalbetti. The line comprises eight presentations competing on the shelves with specific treatments from Dove, also belonging to Unilever, and Herbal Essences from P&G. See photos
Last year Unilever launched its line of insect repellents LivOpen in Argentina, and in the final quarter launched sensitive skincare brand Simple.
The new brand joins a hair care portfolio that includes Sedal, TRESemmé and Dove, covering various market positions. Nexxus will occupy the extreme opposite end of the market from Sedal, which retails at AR $75.
Unilever inherited Nexxus from Alberto Culver, which it bought in 2010 for US $3.7 billion. The package of brands acquired comprised TRESemmé, St. Ives and Simple.
The latter was also recently brought to Argentina. Unilever also incorporated the insect repellent LivOpen. in 2018, making it three additional brands brought to market in the country despite the current economic challenges.