5. #1 The battle is won through novelty and news
• Procter & Gamble (U.S.A.) redesigned ‘Herbal Essences’ with
brighter colours and sleek curves
• Unilever is putting US$200 million behind the launch of
Sunsilk in U.S.A.
– Sunsilk launch is supported by a series of 2.5 minute shots running
during “Sex in the City” a popular women’s programme.
• Pantene added a premium ‘Restoratives’ line, which promises
to undo previous hair damage (U.S.A.)
• Dove added a higher priced advanced shampoo, conditioner
and styling line that offers variants for degrees of hair damage
and colouring (U.S.A.)
Source : FCB Infocenter
6. #2 The key lies in ‘How’ a shampoo gives you
beautiful hair
• Most shampoos still focus on the generic
benefit of beautiful hair
• But the battle is being fought on how to achieve
it
– Preservation of natural beauty
– Improving hair condition via penetration of hair
roots & shaft
– Improving hair condition by caring & conditioning
Source : FCB Infocenter
7. #3 Brands have to resonate with
the consumer mindset
6 consumer mindsets have been
identified internationally
8. a.
Look for simple, basic
products that get the job
done
Value/ Traditional (33%)
b.
Look for products with
added benefits such as
conditioning and treatments
Performance (22%)
Source : FCB Infocenter
9. c.
Look for indulgence while
choosing hair products
Experiential (14%)
d.
Fun Fashion (12%)
Look for “fun” in making
their “fashion” statement
with high usage of styling
aids
Source : FCB Infocenter
10. Buy product for treatment of
a specific scalp condition
such as dandruff
e.
Wellness / Other (10%)
More of the “professional”
purchaser, prefer products
endorsed by their stylists
f.
Salon Minded (9%)
Source : FCB Infocenter
12. New news essential
Hair needs different
products over time
for more
effectiveness
No absolute
loyalty
Value is as important as
image – I search for
substance and inner
directed benefits
Practical about hair care
(product) expectations
Real innovation the
order of the day
I trust my own
judgment and define
my own success
I don’t care about looking
perfect, just good enough to
look comfortable
Source : FCB Infocenter
13. International learnings : In Sum
• Value segment is large, but also an emerging premium
segment
• A continuously evolving and demanding consumer
– Who knows what she wants and how exactly to get it
• Relentless effort by brands to meet her expectations
– Product innovation, media innovation etc
– Focus on the ‘reason to believe’ for the beautiful hair
payoff