Creative Brief: Herbal Essences

Who uses it? Anyone who has hair Industry trends?

y

S hampoo
y

companies are creating new lines for specific hair problems or hair types (ex. Curly, dry, flat)
S alon
y y

shampoos are thought of as better than ones bought in supermarkets is purchased once or twice a month.

S hampoo O
y

ne person can own multiple shampoos depending on what they are trying to do with their hair that day (curly v. straight) Women tend to use more expensive shampoo than men because their hair is Top brands in market? The top shampoo brands are Clairol, Herbal Essences, Pantene, Head & Shoulders, Suave, Paul Mitchell, L'Oreal, Bumble and Bumble, Aussie, Dove, John Frieda, Johnson & Johnson, Vidal Sassoon, Matrix, Redken, Physique, Finesse, and Nexxus. How product differs from competitors?
y

Certain shampoos are sold in salons, while others are sold in supermarkets or drug stores
y

P rices

vary a lot depending on where product is sold and what name brand How product is used? You put water in your hair, put shampoo in your hand, massage it through your hair, and rinse Where it is headed in the future? S tore-brand shampoos are going to keep getting better, but women will still pay big bucks for salon brands. Also, they will keep coming up with new formulas to do various things to your hair. They will keep segmenting t he audience by hair type and creating shampoos for each segment. Business Week Article on Rebranding of Herbal Essences in 2008: To find the right new, smaller target market for the brand, Arnold and her team turned to Clay Street, an immersion program for P&G managers to jump -start innovation. There, the team came up with a new target audience for the brandGeneration Y. "In the case of Gen Y, there really wasn't another hair-care brand that was really meeting their needs," says Lafley. "The question was: 'Can Herbal do it?'" Arnold's team bet yes. They redesigned the packaging of the product to "fit" this more tailored market: The shampoo and conditioner bottles are curved so that they literally fit
together on the shelf. The nesting shape not only helped Herbal Essences stand out from

others on the shelf but also encouraged more young women to buy both products, driving up conditioner sales. To appeal to Millennials, the team also updated the language on the packaging. The hohum "dandruff" reference gave way to "no flaking away." Names for different hair styles were changed to more youthful phrases such as "totally twisted" or "drama clean." "We totally reframed the proposition," says Lafley. While P&G do esn't break out sales figures on specific products, the company reported in a conference call soon after the shampoo was relaunched that the brand was growing again, with sales growth rates in the high single digits. M Role-Playing Approach 1. Who is my target? a. Generation Y/Millenials b. Care about what their hair looks like c. Want a good value d. Want creative branding/packaging/names e. Want to sometimes change their natural hair (ex. Curly to straight, tossled softly, etc) 2. Where am I now in the mind of the person? a.h t t p :/ / r e v i e w s .h e r b a l e s s e n c e s .c o m / 8 8 6 7 / 1 / c a t e g o r y .h t m b. The shampoo that has the most variety based on hair type c.

d. Each product does what it says it will do (hydrate, degunk, straighten, strengthen, get rid of dandruff, etc) e. Great smelling 3. Where is my competition in the mind of this person? a. V O 5 and S uave are considered a good value, cheap b. Treseme- comparable to salons; not too expensive c. Garnier Fructiced. Loreal Vive- does what it says and smells great; works quickly; number one in market e. S unsilk (discontinued)- closest to Herbal Essences with creative names and lots of variety in choices for different types of hair 4. Where would I like to be in the mind of this person? a. Best shampoos for different hair types; everything does what it says it will 5. a. Whatever our bottle says it will do, it will (dry hair will be moisturized, long hair will be protected, etc) 6. What is the supporting evidence? a. Customer reviews say that each different type of shampoo does what

it says it will b. Ex. if you have breaks on the ends of your hair, the shampoo for strengthening will make them go away 7. What is the tone of voice for the advertising? a.O ptimistic and excited F oote, Cone & Belding Strategy M odel Quadrant 3- habit forming This is because women generally use the same shampoo if it works so if you give a free sample and the people are impressed than they will become a repeat buyer.