Define was launched in 2002, and has consolidated its position as Norway’s biggest range of hair care products in a challenging market.


The Orkla company Lilleborg (now Orkla Home & Personal Care) has a long and proud history as the Norwegian people’s supplier of household cleaning and personal hygiene products. In the 1980s they ruled the hair care market in the grocery sector with the market-leading Timotei shampoo. Timotei disappeared from store shelves in the early 1990s, a decade when there was little hair care innovation at Orkla.

This situation turned around in 2002 with the launch of Define, a brand that aimed to create growth in the grocery sector and become the new market leader for hair care. This market is characterised by strong, international competition, numerous new products, extensive use of advertising and multinational giants like L’Oréal and P&G. However, the big corporations have neither the ability to nor any interest in creating products exclusively adapted for Norwegians, and that gave Define its great opportunity.

“Define’s success is based on using unique local insights to create customised products of high quality, with the best ingredients and the best documented technologies,” says Kristoffer Thoner, Marketing Director, Orkla Home & Personal Care.

Define is the first shampoo sold in Norwegian grocery stores to be developed in collaboration with Norwegian hairdressers. Orkla’s consumer surveys showed that Norwegian women trust hairdressers as experts who can help them obtain the hair results that they find hard to achieve at home. Consequently, hairdresser Lise Holm-Glad was hired to head Define’s team of hairdressers, who have worked with Define’s marketers and product developers to create the entire Define range.

“Define is clearly inspired by hairdresser products, in terms of both packaging design and product quality. This, combined with tips and advice from Norwegian hairdressers, is one of the key factors of Define’s success,” Lise says.

Throughout the 15 years of Define’s existence, new products have been developed based on the latest hairdressing trends, such as Define Men Moulding Clay in 2009 and Define Maroccan Argan Oil in 2012.

“Define Men Moulding Clay is Norway’s biggest-selling hair product today, regardless of segment. That’s no small achievement for a little box,” Kristoffer concludes.