Dry Idea: Alberto Culver Pitches Waterless Shampoo

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Noting the recent popularity of the so-called “French shower,” Alberto Culver is launching a dry shampoo for consumers interested in saving time or water, or trying to avoid overwashing.

TreSemme Fresh Start will launch with a direct response TV campaign—the first for the brand—from DraftFCB. The initial ad encourages women to “never hide your hair again” because “getting refreshed, full-bodied hair has never been so simple.”

Jessica Donoghue, marketing manager for TreSemme global, said the launch stemmed from research that showed that roughly half of U.S.

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