2. Herbal Essences Background
• Founded in 1972
• Clairol
• Collections
• Proctor & Gamble

3. Target Audience
• Young Women ages 18-24
• Typically White
• Active lifestyle
• Fashionable
• Household income $75,000-$149,000
• Not married – No children
• Attending college/College educated

4. Consumer Profile
• Lola Mckay, age 20
• Grew up in California, middle-upper class
• Attends University of California, Santa Barbara
• Environmental Science major
• Surfer
• Surf Club / Safe the Ocean club
• Drives a red Jeep Wrangler
• Works part-time at Urban Outfitters
• Enjoys bonfires with friends
• Free-spirited, In-style Hippie
• Adventures, outdoorsy, animal-lover, smart, care-free

5. Situation Analysis
• Client
• Consumer
• Competition
– Direct
– Indirect
• Industry
• Marketplace trends

6. Audience Analysis
• Most users are women
• 28.6% of all Herbal Essences users are 18-34
• 23% of all Herbal Essences users attended college – women
who attended college are 20 times more likely to use the
brand
• 30% of all Herbal Essences users have a HH of $75,000-
$149,000
• 79.2% of all Herbal Essences users are white
• 11.9% of all Herbal Essences users read Cosmopolitan
Magazine
**All Data taken from MRI+ (2012)

7. SWOT Analysis
Strength
• Well-established brand – worldwide
• Admirable ethos of brand
• Celebrity endorsed
• Loyal consumers
• Younger generation
• Variety of products
• Reasonably priced
Weakness
• Need to stand out and be different
against competitors
• Narrow Target Market
• Relies on dedicated customers –
doesn’t seek new ones
• Not as popular in North East
• Lack of reach (age, race, sex)
Opportunities
• Emerging internationally
• Room to expand brand-loyal audience
• Direct marketing strategies to pick up
certain type of audience
• More social media opportunities
• Viral advertisements on YouTube
(Herbal’s banned ads)
Threats
• Not known for one specific product -
huge variety
• Not organic which is a marketplace
trend
• Negative connotation from banned ads
• Global competition
• Competition attracts a much broader
audience

8. Primary Research- Survey
• Used Survey Monkey
• Asked 10 basic multiple choice questions (choose
one / choose all that apply)
• 68 participants – all women
• Typical Profile from Yielded results:
- woman, 21, wavy-thick hair, trendy style,
Herbal Essences user, very willing to try new
products, lounges in spare time, styles her hair
straight, goes out 2-3 times a week, washes her hair
5-6 times a week.

9. Secondary Research

10. Secondary Research (Cont’d.)

11. Secondary Research (Cont’d.)

12. Secondary Research (Cont’d.)

13. Secondary Research (Cont’d.)

14. Secondary Research (Cont’d.)

15. Measurable Objectives
• Increase Brand Loyalty among target audience
by 15%.
• Generate a response rate over 30% from
customer review surveys.
– In order to Show and see whether Herbal
Essences was able to transform brand image.

16. Brand in the Mind of the Consumer
• Current users of Herbal Essences.
• Target audience is pleased with the price of
the product.
• See the brand as fun, colorful, and energetic.
• Pleased with the quality of the product.

17. Competition in the Mind of the
Consumer
• Competition
– Aussie
• Not extremely exotic
• Basic and reliable product.
– Garnier Fructis
• Less of an energetic packaging
• Lower quality product
– Pantene
• Offers the quality that they seek
• Not an enthusiastic brand
• Perceived as an older brand

18. Future Goals
• Herbal Essences would like the target
audience to view the brand as:
– More reliable.
– A spa-quality product; a full-sensory experience.
– A younger more hip brand.
– More exotic in comparison to its competition.

19. Main Selling Premise
• Full- sensory experience
– Strong spa-like aromas
– Indulge in your self
– Don’t just treat your hair, treat your self.
• Herbal Essences is not just a hair product brand, it
allows you to embark on an experience.

20. Tone of Voice
• The tone of voice for the campaign is:
– Exciting
– Exhilarating
– Low-maintenance

21. Supporting Evidence
• MRI also states that women who read beauty
and fashion magazines such as Cosmopolitan,
Allure, and Elle are more likely to buy Herbal
Essence.
• Users are typically going through a stressful
period of their lives.
• Strong aromas used in the products.
• All of Herbal Essences products are made with
natural ingredients.

22. Deliverable
• TV
– CW’s Oxygen, E!, VH1, MTV
• Magazines
– Allure, Elle, Cosmopolitan
• Radio Stations
– Play “Top Hits”

23. Mandatories
• The slogan:
Experience Exhilaration

24. Live Brand Experience- The Event
• Venice Beach Boardwalk, California
• July 3-5, 2014 from 11 A.M to 3 P.M
– 5 hair washing sinks on a boardwalk
– Volunteer answers questions on an Ipad
– Volunteer takes a “before” picture
– Volunteer receives a full hair wash, conditioning, styling
from a group of stylist
– Volunteer takes an “after” picture and receives an Herbal
Essence product

25. Live Brand Experience (Cont’d.)
Idea: Spontaneous, Trendy, Beautiful
• Touch: Hair treatment
• Taste: The ocean’s salt
• Sight: Before and after photo
• Smell: Scent of Herbal Essences products
• Sound: Music

26. Live Brand Experience (Cont’d.)
• Three Key Attributes
• Authentic: Nature Inspired
• Positively Connected: Facebook posts, Twitter Hashtags:
#HerbalEssencesExperienceExhilaration
• Personally Meaningful: Post-event Twitter and Facebook
contest