This February, the drugstore brand will rerelease two of its classic lines of haircare products: the Smooth Collection and the Shine Collection. Vice President and General Manager of North America Hair Care (Herbal Essence’s parent company) Walter Greiger told WWD:
“[The move is meant to] re-create the impact of the original campaign that resonated so strongly with women in the nineties, but with a modern sensibility. … There is a trend for nostalgia and bringing them back to simpler and more carefree times. We are [returning] to an iconic time for the brand.”
He went on to say that this retro revamp is meant to appeal to customers that loved Herbal Essences’ old products as well as new customers. The relaunch will be accompanied by the brand’s first national ad campaign, which will be unveiled at the Grammys on February 10.