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-- -- Is a six billion dollar industry in the US and Unilever is hoping to take a bigger -- With the launch of the brand clear here in the United States joining us now Gina Boswell executive vice president of personal scale can't.
-- you know leave it Gina -- this is a very competitive market do we need another -- can't brand.
Yes absolutely -- -- -- this is actually some great white space right now today with the help of beauty icon Heidi -- we are actually launching.
Clear scalp and hair therapy which is a new mass market line.
That will be coming to shelves and it really takes a breakthrough approach to view.
Because that's starts with scalp nourishment -- as the great foundation for beautiful hair so a very very different story in terms of what.
You do with respect to going from -- to happen.
But let's talk about competition because it's -- this point there's a lot of amount there.
A lot of people actually -- with the generic brand because times are tough I can't afford to pay for the expensive stuff anymore so Hattie -- get it out there I didn't get people to buy the product.
There's a great sort of 360 degree campaign in terms of you know starts obviously with the product so I know we've got a great -- up here.
The product does what it says -- do so I think with trial which we have out in the market place right now I think people will really be impressed with.
This combination of really science starting up -- scalp.
And as the great foundation for strong people -- so product is actually central but -- right the whole package needs to work together.
So we've got all sorts of you know social media pieces behind it as well as sounds you know Heidi -- -- just iconic and top of a very discerning.
Consumer and so if this is -- sort of next new beauty secret I think that that will.
Bode very well for for people to try it and believe it.
This is the second time in six years that you've tried this some silk was a product you try to sell here in the US it didn't go well it didn't work what you gonna do differently despite.
But what makes this product -- That someone is gonna want to buy it as opposed to that last thing if -- was some so well.
This this -- actually is the perfect marriage of a consumer insight which is seventy million Americans have you know scalp concerns.
But then with the -- as well we've known for in a great science both on hair and skin and and this is about us his scalp -- skin.
So I'm part of this is the marriage of the consumer insight and the -- that's a very different story and the fact that 99%.
Of the hair's natural beauty comes from the scalp.
Is a very different conversation that we can have -- -- -- Consumers let's quickly go talk about how you get it out there -- -- you're doing it more on volume then you are on price right basically that means senior they're lowering your price.
To get it out emerging market changes -- -- down to the masses is that can gonna continue to be the strategy going forward.
Well if if we're talking about the US here we're now just launching this -- in the US it's actually already -- all the other -- forty countries in the very so the good news is is that clear is our only our latest launch.
But for the last you know several years I mean we have together with the Alberto-Culver acquisition -- as you know.
We acquired exactly this week I believe last year.
-- we now have a very healthy portfolio with respect to you know hair care -- content -- so this is just our latest attempt to sort of add on incrementally.
And occupy this great white space but it emerging markets really where your -- these days.
The the clear law the clear -- yeah.
That's right yes absolutely we we're we're very -- and in developing markets but as you started out -- six billion US.
Number that you described as a very much -- developed market story right and this consumer to your point it's really about finding something that you know works for you and is that this is a 599 price point so we're.
Bring it a good article that some -- as well paying very give me issued -- a lot thank you to Boswell will you leave things and it coming in and he had a.
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