VO5 Launches Pure Sunshine: Its First Fan-Voted Fragrance

Latest in legendary line of scents infused with VO5 Five Essential Vitamins for healthy, beautiful hair

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Jun 16, 2014, 01:31 ET

NEW YORK, June 16, 2014 /PRNewswire/ -- The people have spoken, and their decision is final. By popular vote (on Alberto VO5's Facebook page, that is), fans across America have voted Pure Sunshine as the next, great Alberto VO5 fragrance. Fresh and clean, with delicate notes of pacific rose apple, white peony and cashmere wood, Pure Sunshine is the latest in the iconic brand's legendary line of fragrances that delight the senses, working in tandem with the VO5 5 Essential Vitamins for healthy, beautiful hair.

VO5 introduced Pure Sunshine shampoo and conditioner here today at Getting Gorgeous, the premier, invite-only annual event for top lifestyle, beauty, fashion and food bloggers. To celebrate its newest fabulous fragrance, VO5 treated bloggers to expert hair touch ups by New York City-based stylists, right in spirit with the event's beautification theme. Attendees were also treated to products including VO5 Hot Oil, which broke new ground in 1976 as the first mass oil-based pre-shampoo hair treatment, being rediscovered by new generations of in-the-know women today.

Pure Sunshine faced tough competition, vying against eight other fragrance candidates in a months-long blogger and fan vote program called A Scent is Born. Pure Sunshine competed against two competitors in the Floral category, and bested three other candidates each in the Indulgent Beauty and Fruity categories. The exhaustive process brought VO5's exploratory approach to fragrance creation into full view for the brand's hundreds of thousands of Facebook fans, who cast the ultimate votes, and the millions of savvy consumers who appreciate the remarkable results and value that VO5 delivers.

"We can't thank our millions of loyal VO5 fans enough for their enthusiastic participation, and for their genuine role in making our newest fragrance a reality. Pure Sunshine is literally a fragrance of the people – VO5 people," said Nina Riley, VP Marketing for VO5 brand owner High Ridge Brands. "This is a savvy, well informed group that appreciates how VO5's signature five essential vitamins benefit all hair types, making it America's best beauty value."

VO5 Pure Sunshine shampoo and conditioner will launch this December and will be available at most retailers nationwide. Please visit www.vo5haircare.com to learn more about VO5 hair care products.

The VO5 5 Essential Vitamins

Alberto VO5's formula is a proprietary blend of five essential vitamins (E, H, C, B5 and B3) that help nourish, moisturize and hydrate your hair and skin. That's the secret of VO5!

About High Ridge Brands

Headquartered in Stamford, CT, High Ridge Brands owns the Alberto VO5® brand in the U.S. and Puerto Rico, Rave® hair care products globally, as well as the Zest® and Coast ® personal cleansing brands in the U.S. and Canada. For more information, please visit www.highridgebrands.com

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SOURCE High Ridge Brands