ELV

The ELV brand is positioned as professional hair and scalp care designed to address specific concerns. Its minimalist packaging features a purple-and-white colour palette, while the pump-bottle format is suitable for both salon and at-home use as part of a “professional care protocol.”

Target Audience

• Women and men aged 25 and above
• Salon clients whose stylists prescribe personalised home-care routines based on a professional system
• Consumers who value a science-led approach and respond to terms such as “microbiome,” “sebum” and “protocol,” rather than claims focused solely on softer hair
• Marketplace and specialist-store shoppers willing to pay above-average prices for highly targeted products

Estimated Retail Price

Products in the Scalp Harmony range—500 ml shampoo and conditioner—typically retail for approximately RUB 2,200–3,500 per item. Salons may also offer bundles or discounts when the products are prescribed as part of a complete treatment programme.

Unique Selling Proposition

• A professional salon-care protocol that builds trust through expert-led recommendations
• A generous 500 ml format with a convenient pump, offering practicality for both salon and home use

Together, these attributes position the range as an effective solution for problematic scalp conditions—suitable both for professional recommendation by stylists and for independent purchase by discerning consumers.