View Larger ImageCo-creation leads to a product launch that invigorates the hair care category 
By Alberto Culver and Communispace
Alberto Culver has been the "Little Engine That Could" as it has historically been a relatively small company in a hair care industry that has Fortune 500 companies as direct competitors. As a result, Alberto Culver has recognized the need to be savvy with comparatively less resources and has seen promising in-market growth of its Nexxus and TRESemme brands. With a vision of being the fastest-growing, most respected beauty-care company globally, Alberto Culver acknowledged the importance of embracing the voice of the consumer. As a result, Alberto Culver partnered with Communispace in May of 2007 to launch its first private online community, My Beauty Cafe. Alberto Culver was looking to infuse its core consumers in every step of the co-creation process.
As part of the discovery work being conducted in the community, a universal truth became apparent - specifically, the reality that women struggle to feel fresh and rejuvenated on the days that they do not shampoo. Given that about half of U.S. women do not shampoo every day for a variety of reasons, this struggle is widespread. With this truth in hand, the co-creation process that led to the launch of the TRESemme Fresh Start dry shampoo product line began. This co-creation process involved need state exploration, concept refinement, product form/assortment exploration, and packaging communication exploration, and eventually a category-invigorating product launch.
By involving their consumers throughout the development process, Alberto Culver was able to confidently launch the TRESemme Fresh Start dry shampoo product line in January 2010 and thereby helped to establish a sizeable dry shampoo category in the mass channels. TRESemme Fresh Start has become the number one brand in the dry shampoo mass channel in both volume and value. By the end of 2010, Fresh Start achieved retail sales topping $7.7 million; and year two remains strong as TRESemme Fresh Start is on target to exceed year one's revenue. Furthermore, Fresh Start DRY Shampoo is the 6th bestselling SKU in the overall styling category in mass channels. (Source: IRI 26 wk $ sales, May 08, 2011.)
May 2007 to present
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