Dimension (shampoo)

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 18th, 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.

References