Family haircare brand Alberto Balsam is expanding its portfolio with Blends.

The collection features five ranges, all of which are designed to meet key haircare needs and provide consumers with refreshing fragrances at an affordable price point. The activity is being supported with a £3m marketing investment including print, in-store, PR and TV.

The Alberto Balsam Blends collection comprises shampoo, conditioner and post-wash products. With a volume share of 7.5% of the total haircare market, Alberto Balsam Blends is set to encourage consumers to trial new formats outside of shampoo and conditioner, driving incremental sales into the category, claims Unilever.

The new premium packs feature images of the natural ingredients used within each formula and also highlight the name of the range in a burst at the centre of the pack to ensure each collection can be easily identified by consumers. A ‘new’ flash also features to provide optimum stand out on-shelf.

The number of shoppers currently purchasing Alberto Balsam stands at over 8 million and the brand remains popular with consumers who want well-known branded products with a lower price point.

The collection comprises:

Smooth & Sleek – Designed for normal and frizz prone hair, this range combines Argan Oil with a luxurious Jasmine fragrance for smooth, silky hair. The Smooth & Sleek Nourishing Oil is the perfect post-wash accompaniment, offering restorative and smoothing benefits.

Damage Repair – Developed to nourish and strengthen dry, damaged hair, the range includes avocado oil rich in vitamins A & E with a beautiful coconut scent. The Damage Repair Intensive Mask offers deep nourishment to leave hair hydrated.

Stunning Shine – Created for normal or dull hair, this range blends shine enhancing natural sesame oil with a peach blossom fragrance, restoring hair to leave it glossy and full of vitality. Results can be enhanced with the shine spray for a silky, shimmering finish.

Clear & Fresh – Designed for normal or greasy hair, this range combines organic green tea extract with a revitalising citrus fragrance, reviving hair for a fresh, natural finish. The Clear & Fresh Dry Shampoo is the perfect addition to keep hair refreshed in between washes.

Colour Bright – Developed to protect and nourish colour treated hair, this range brings together anti-oxidant red camellia extract with a fresh orange fragrance for vibrant, healthy looking hair. The Colour Bright Nourishing Detangler + UV Filter helps protect coloured hair and increases colour vibrancy.