Dimension (shampoo)
Encyclopedia
Dimension shampoo was a heavily-perfumed shampoo product, produced in the early 1980s by the personal products division of Lever Brothers
, and marketed by Ogilvy
. The shampoo came in a distinctive dark yellow bottle, and left a strong muskone
and civetone
aroma on the hair. There was also a companion conditioner marketed with this product. It has been stated by many previous users of dimension shampoo that it caused their hair to fall out, due to the extreme astringency of the product.
On April 18, 1985, Lever Brothers reorganized their marketing structure and moved their personal products division business to J. Walter Thompson.
At the time, Dimension was a highly popular brand. (Lever spent an estimated 12.5 million dollars in advertising the brand in 1984.) However, shortly after Lever's marketing reorganization, Dimension ran-out on store shelves, and never returned. Lever Brothers never made any public explanation for the disappearance of the product; although they referred to the marketing reorganization as a consolidation of the personal products brands, and stated that the decision in-part had to do with its plans for international marketing
.
Lever Brothers
Lever Brothers was a British manufacturer founded in 1885 by William Hesketh Lever and his brother, James Darcy Lever . The brothers had invested in and promoted a new soap making process invented by chemist William Hough Watson, it was a huge success...
, and marketed by Ogilvy
Ogilvy
Ogilvy is a name of people and fictional characters, as well as a Scottish clan . It may also refer to:In other uses:*Ogilvy , department store in Montreal, Canada*Ogilvy & Mather, advertising agency...
. The shampoo came in a distinctive dark yellow bottle, and left a strong muskone
Muscone
Muscone is an organic compound that is the primary contributor to the odor of musk.The chemical structure of muscone was first elucidated by Lavoslav Ružička. It consists of a 15-membered ring ketone with one methyl substituent in the 3-position. It is an oily liquid that is found naturally as...
and civetone
Civetone
Civetone is a cyclic ketone and one of the oldest perfume ingredients known. It is a pheromone sourced from the African Civet. It has a strong musky odor that becomes pleasant at extreme dilutions. Civetone is closely related to muscone, the principal odiferous compound found in musk, because both...
aroma on the hair. There was also a companion conditioner marketed with this product. It has been stated by many previous users of dimension shampoo that it caused their hair to fall out, due to the extreme astringency of the product.
On April 18, 1985, Lever Brothers reorganized their marketing structure and moved their personal products division business to J. Walter Thompson.
At the time, Dimension was a highly popular brand. (Lever spent an estimated 12.5 million dollars in advertising the brand in 1984.) However, shortly after Lever's marketing reorganization, Dimension ran-out on store shelves, and never returned. Lever Brothers never made any public explanation for the disappearance of the product; although they referred to the marketing reorganization as a consolidation of the personal products brands, and stated that the decision in-part had to do with its plans for international marketing
International marketing
International marketing or global marketing refers to marketing carried out by companies overseas or across national borderlines. This strategy uses an extension of the techniques used in the home country of a firm...
.