Aussie

Aussie is an American toiletries and hair-care brand whose identity is built around Australian ingredients, imagery, and a playful kangaroo-centered marketing style. Despite its name and visual references, the brand is not Australian-owned, is not manufactured in Australia, and is not known to conduct its research and development there. Its products are manufactured in the United States and Europe by Procter & Gamble, the American consumer-goods company that owns and markets the brand. The brand was created in 1979 by Tom Redmond, an American businessperson with more than two decades of experience in the professional salon industry. During a visit to Australia, Redmond became interested in the country’s distinctive botanical materials and considered their potential use in hair-care formulations. Those materials included blue gum leaves, Australian custard apple, quandong, mint balm, wild cherry bark, and jojoba seed oil. This inspiration led to the creation of Australian 3 Minute Miracle, an intensive conditioning treatment positioned around a short, three-minute application period. The product became the foundation of the wider Aussie range. Aussie’s portfolio subsequently expanded beyond its original intensive conditioner to include shampoos, conditioners, serums, gels, sprays, and other styling or treatment products. The range has been organized around common hair concerns and hair types, including frizz, dryness, damage, flatness, and the needs of straight, wavy, and curly hair. The brand’s proposition combines accessible mass-market hair care with a more distinctive ingredient and storytelling platform than a generic shampoo label. Aussie’s branding uses a kangaroo logo and has historically used Australian-themed creative elements, including advertising narrated by an Australian woman. Its long-running slogan, “Add some Roo to Your Do!”, reinforces the association between the brand and Australia while presenting that association in a light, humorous way. This positioning has helped differentiate Aussie in the United States and United Kingdom, the markets on which the brand has primarily focused. The brand was initially developed through Redmond Products. Bristol-Myers Squibb acquired the brand from Redmond Products in 1997, and Aussie remained associated with Bristol-Myers Squibb before later becoming part of Procter & Gamble’s consumer-products portfolio. Under Procter & Gamble, the brand has continued as a hair-care offering manufactured for major Western markets. Although its Australian references remain central to its identity, Aussie has limited recognition and availability in Australia itself and is not generally sold there.

Aussie was established in 1979 by Tom Redmond, an American entrepreneur who had spent more than 20 years working in the professional salon sector. Redmond’s concept emerged from a visit to Australia, where he encountered native and regionally associated botanical ingredients that he believed could provide an appealing basis for hair-care products. Among the ingredients associated with the brand’s origin story are blue gum leaves, Australian custard apple, quandong, mint balm, wild cherry bark, and jojoba seed oil. The first product created for the brand was Australian 3 Minute Miracle, an intensive conditioner designed to deliver a treatment effect after a short three-minute application. This product established the brand’s central promise: practical hair repair and conditioning supported by an unusual Australian botanical narrative. The product also gave the brand a recognizable name and platform from which to build a broader hair-care portfolio. Aussie was developed through Redmond Products before changing ownership. Bristol-Myers Squibb acquired the brand from Redmond Products in 1997. During the period before 2003, Aussie was associated with Bristol-Myers Squibb, which at the time maintained consumer-products interests in addition to its pharmaceutical activities. The brand later became part of Procter & Gamble’s consumer-goods portfolio. Procter & Gamble manufactures Aussie products in the United States and Europe and has continued to distribute the brand primarily in the American and British markets. As the business developed, Aussie expanded from its original intensive conditioner into a broad range of shampoos, conditioners, serums, gels, sprays, and other hair treatments. The range has addressed different hair textures and consumer concerns, including straight, wavy, and curly hair as well as frizz, dryness, damage, and lack of volume. This category breadth allowed Aussie to compete as a complete hair-care brand rather than solely as a specialist treatment product. The brand’s communications have consistently used Australian references as a point of distinction. Its logo features a kangaroo, and earlier advertising used an Australian woman’s voiceover. The slogan “Add some Roo to Your Do!” expresses the same concept in a humorous and memorable form. These elements create an Australian atmosphere even though the brand is American in origin and ownership. The products are not Australian-made, and the brand is not generally available in Australia; its Australian identity functions primarily as a marketing and product-storytelling device for consumers elsewhere. By the present period, Aussie remains an active Procter & Gamble hair-care brand focused chiefly on the United States and United Kingdom. Its enduring identity rests on the combination of affordable everyday hair care, problem-solution product segmentation, intensive conditioning treatments, and Australian-inspired branding.

• 2003

  Aussie becomes associated with Procter & Gamble

  [1]Aussie (shampoo)en.wikipedia.org

  By 2003, the brand is associated with Procter & Gamble, which manufactures its products in the United States and Europe.

• 1997

  Bristol-Myers Squibb acquires the brand

  [1]Aussie (shampoo)en.wikipedia.org

  Bristol-Myers Squibb purchases Aussie from Redmond Products, changing the brand’s ownership while retaining its hair-care focus.

• 1979

  Aussie is founded

  [1]Aussie (shampoo)en.wikipedia.org

  American salon-industry veteran Tom Redmond creates the Aussie hair-care brand after drawing inspiration from Australian botanical ingredients.

• 1979

  Australian 3 Minute Miracle is introduced

  [1]Aussie (shampoo)en.wikipedia.org

  The brand’s initial product is an intensive conditioner built around a three-minute treatment claim and becomes the foundation of the Aussie range.

Accessible, mass-market hair care differentiated by Australian-inspired ingredients, kangaroo imagery, playful advertising, and solutions for specific hair types and concerns.

• Intensive conditioner · 1979

  Australian 3 Minute Miracle

  Aussie’s foundational product is an intensive conditioning treatment created at the brand’s launch. It is positioned as a quick-use treatment intended to improve the feel and appearance of dry or damaged hair, with the central product promise built around a three-minute application period. Its name also establishes the Australian reference that runs through the broader brand identity.

• Shampoo

  Aussie shampoos

  The shampoo portfolio supports the brand’s mass-market hair-care proposition and is organized around different hair types and needs. Products have been positioned for concerns such as frizz, dryness, damage, flatness, and texture management. The range extends the brand beyond its original treatment product into routine cleansing and care.

• Conditioner

  Aussie conditioners

  Aussie conditioners form a major part of the brand’s portfolio, combining everyday conditioning with targeted solutions for dry, damaged, frizzy, or difficult-to-manage hair. The line includes conventional rinse-out conditioners as well as more intensive treatment formats associated with the brand’s 3 Minute Miracle platform.

• Hair styling

  Aussie styling products

  The styling portfolio includes products such as hair serums, gels, and sprays. These products extend Aussie’s offer from cleansing and conditioning into finishing, hold, smoothing, and day-to-day styling. They support the brand’s broader focus on managing texture, frizz, volume, and the appearance of damaged or unruly hair.

1. 1Aussie (shampoo)en.wikipedia.org