- Elaine Wong

Next month, Procter & Gamble will roll out two-in-one "swirl" technology in six of its Herbal Essences shampoos and conditioners.

P&G is marketing the line, called Hydralicious, via a combination of TV, print and online efforts, as well as a sweepstakes. Created by beauty shop Atelier, the campaign plays up the two-in-one bottle design, which combines two shampoos together to create a better hydrating formula. The moisturizers are released upon contact with water.

Hydralicious includes featherweight, self-targeting and reconditioning hydrating shampoos, with corresponding conditioners. The line consists of ingredients such as water lily nectar, passion fruit, red vanilla and Hawaiian sea silk.

The launch is part of P&G's strategy to inject new life into what has mostly been a disappointing market. P&G namesake brand, Pantene, was most recently blamed for making the company miss its annual five percent growth mark. The hair care category in general isn't doing well. Shampoo sales fell 2.13 percent for the 52 weeks ending Dec. 28, per IRI. Sales of hair conditioners/crème rinse products dropped 2.77 percent. Most Herbal Essences SKUs, including variants such as Body Envy and Drama Clean, have also declined by single to double digits.

P&G, however, is boastful that the new swirl design would jumpstart sales. "Herbal Essences has always been known for providing women with radiant experience in and out of the shower, and luscious, beautiful hair," said Herbal Essences marketing director Chris Keith, who was Brandweek's 2008 Marketer of the Year. "It's the only leading shampoo with hydrating swirls."

In a category as fragmented and overstocked as haircare, product breakthrough is key, said Taya Tomasello, senior beauty analyst at Mintel, Chicago. "Oftentimes, people are more willing to try something new, especially when it comes at a reasonable price point," Tomasello said. (Hydralicious is priced the same as other Herbal Essences SKUs.) "The benefits, concept and packaging are enticing and new, which will definitely give shoppers a reason to try out the line."

P&G spent $58 million on U.S. advertising for Herbal Essences in 2007, and $43 million through October of last year, excluding online, per Nielsen Monitor-Plus.