Alberto Culver

Expertise: CPG


2011 Forrester Groundswell Award Winner in the Embracing category.

Co-creation leads to a product launch that invigorates the hair care category

Alberto Culver has been the “Little Engine That Could” as it has historically been a relatively small company in a hair care industry that has Fortune 500 companies as direct competitors. As a result, Alberto Culver has recognized the need to be savvy with comparatively less resources and has seen promising in-market growth of its Nexxus and TRESemmé brands. With a vision of being the fastest-growing, most respected beauty-care company globally, Alberto Culver acknowledged the importance of embracing the voice of the consumer. As a result, Alberto Culver partnered with Communispace in May of 2007 to launch its first private online community, My Beauty Cafe. Alberto Culver was looking to infuse its core consumers in every step of the co-creation process.

October 28, 2011: Communispace and Client Alberto Culver Receive Top Industry Accolades for Customer Insights Community — Read Press Release