Unilever's Dove hair-care range to hit N America  ( January '29,2003, ET)

Anglo-Dutch consumer products group Unilever said on Tuesday it would launch its successful Dove hair care products line in North America.

Unilever said it would spend upwards of $110 m on the launch and expects to reach a seven to 10% share in shampoos and conditioners in the first five years.

The introduction of Dove Hair Care with Weightless Moisturizers line will be backed by national print and broadcast campaigns and promotional support, Unilever said.

Dove Hair Care shampoos, conditioners and two-in-one shampoos will be available in January in food, drug, and mass retail outlets at a suggested retail price of $3.69 for a 12-ounce bottle, Unilever said.

Unilever makes other hair car products under brands such as ThermaSilk and Suave.

The Dove brand was first launched nearly 50 years ago as a soap.

On Monday the group said it expected underlying sales of its leading brands to have grown 5.4% in 2002, beating earlier guidance of 4.5-5% growth.