VO5 gets image facelift

MELROSE PARK, Ill. Extreme Style by VO5, an iconic 50-plus year old brand, is looking to reinvent itself and reach today’s younger consumer through a new Web site, print and television ad campaigns, a celebrity stylist and new packaging.

“We are shifting our focus to how hair can define individuality. Just as today’s young generation exemplifies a fresh new direction in life, VO5 begins its journey of changing the way we communicate to this highly eclectic group of influencers,” stated Robert Keen, Alberto VO5 marketing director.

Looking to spread the word online, the brand has launched the new VO5.com site where visitors can upload a photo and virtually change their look instantly. Visitors also can participate in the Ultimate Flirting Championship, where they create an avatar and work their best pick up lines live on virtual singles nationwide.

The brand is also sponsoring this year’s MySpace Concert Tour featuring artists Hellogoodbye and Polysics.

Meanwhile, the brand launched in the fall new print ads and television spots. The 30-second spots, created by Element 79, are airing on such cable stations as MTV, VH1 and FUSE and speak to a dual gender audience.

To serve as a voice for the brand, VO5 has enlisted the expertise of celebrity hair stylist Erin Anderson. It is also partnering with VH1 to be the official hairstyling product of the new reality show “America’s Most Smartest Model.”

The new Extreme Style by VO5 line includes Weightless Volumizing Mousse, Curvaceous Curls Volumizing Mousse, Max Hold Hairspray, Volume Blast Styling Spray, Ultimate Hold Power Gel and Reworkable Putty.