VO5 Restarting growth in a declining category leader
Challenge
More than half of VO5’s revenue came from its male styling portfolio. During the pandemic, styling behaviours changed dramatically as men stopped going out, commuting and styling their hair with the same frequency.
Combined with losses across the female portfolio, the brand moved into double-digit decline. After years of underinvestment and progressive deterioration, retailer confidence in VO5’s ability to recover was also weakening.
The challenge was bigger than generating a short-term sales spike: restart growth, rebuild relevance with male consumers and restore retailer confidence in the brand’s long-term potential.
Action
As Brand Director, Bartholomew led VO5’s first significant brand investment in years, combining immediate demand generation with a longer-term recovery strategy.
Rebuild cultural relevance
Launched a nationwide 360° campaign around the Euros, connecting male grooming with football culture at the moment when social occasions and styling behaviours were returning.
Turn awareness into action
Activated across TV, BVOD, out-of-home, social and retailer media, supported by educational content showing men how to use and style with VO5 products.
Build beyond the campaign
Created a three-year growth strategy spanning portfolio innovation, clearer in-store education and stronger consumer navigation, giving retailers a more credible roadmap for the brand rather than relying on media investment alone.
Results
The campaign delivered an immediate commercial response, driving +18% sales in just three months.
More importantly, the work demonstrated that VO5 could still respond when the right combination of cultural relevance, consumer education and meaningful brand investment was put behind it, helping rebuild confidence in the brand’s ability to return to growth.
+18% sales uplift in 3 months.
First significant brand investment in years.
Nationwide 360° activation across TV, BVOD, OOH, social and retail media.
Three-year strategy established for portfolio, brand recovery and regained retailer confidence.
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