Shampoo Day ! >> Head & Shoulders !

Head & Shoulders is a brand of this huge company called Procter & Gamble (Pantène, Herbal Essences also belong to P&G).

Its slogan: “Head & Shoulders, pour être bien dans sa tête” or “Making heads happier”.

H&S is proposing different shampoos according to the type of hair you have, still preserving your scalp with antidandruff power. Discover the range:

http://www.headandshoulders.fr/fr-FR/index.jspx

• Classic clean >> leaves hair looking clean and dandruff free
• Citrus breeze >> blended with citrus essence, created for oily hair
• Refresh >> added natural menthol, gives a cooling, soothing feeling
• Ocean lift >> invigorates your hair and scalp
• Extra volume >> add body and bounce while making your hair easy to control
• Smooth & silky >> smoothes your hair and makes it soft and manageable
• Dry scalp hair >> with moisturizers soothes the scalp
• Sensitive care >> hypoallergenic developed specifically for sensitive scalps 
• Hair endurance >> for thicker looking hair 
• Clinical strength >> formulated to fight persistent, severe dandruff 
• Itchy scalp care >> helps soothe itchy scalps associated with dandruff

Website

On the website http://www.headandshoulders.fr/fr-FR/index.jspx, you can find all the products sold and buy online. It is possible to fulfill a test to understand the nature of your hair and find the right product for you. 

http://www.headandshoulders.fr/fr-FR/index.jspx

If you click on a product, this is the page you run:

http://www.headandshoulders.fr/fr-FR/index.jspx

There is information about but the selected shampoo, the packaging, and other products in the range. You can also click on the tab “Comparer”, you can compare different shampoos and their properties.

Advertising

Look at these ads from Head & Shoulders! 

 The last ad is the same in France.

lesnewsdebollywood.over-blog.com

8 points explaining the success of Head & Shoulders

 

Head & Shoulders is a lovemark (Saatchi & Saatchi).
N°1 in antidandruff shampoo available in different sizes!
Head & Shoulders has a strong brand image between medecine and beauty.
This product is said to be really effective and customers are very loyal to this shampoo.
Customer are trusting this brand and consider it as quality products.
Large range with a well know and recognizable packaging (shape, white&blue base)
Head & Shoulders decides to choose beautiful models in their ads to promote their brand and there is a good receptivity from customers and retailers.
Everything is in the name... Fresh head with no dandruff on shoulders!

Prices

Here are some prices of Head & Shoulders in your stores for the 300mL bottle:

• Monoprix: 4,85€
• Carrefour: 4,24€
• Intermarché: 4,27€
• Auchan: 4,65€

 

Additional information

Head & Shoulders uses its position of antidandruff shampoo to create funny ads by Saatchi & Saatch agency. Click on the links below and have fun!

http://www.culturepub.fr/videos/head-shoulders-breeze

http://www.culturepub.fr/videos/head-shoulders-fish

http://www.culturepub.fr/videos/head-shoulders-snow-dandruff

http://www.culturepub.fr/videos/head-shoulders-wedding-day

What about segmentation?

The shampoo market is very interesting in terms of segmentation because it gathers so many characteristics concerning the various types of products, users consumption ways that we could highlight numerous ways to segment it.

Just think about it. What type of shampoo do you buy? Why do you buy this specific one? Is it because it is cheap? Or because you like the packaging? Or because its characteristics are adapted to you needs?

There exist so many ways to segment this market that we are going to try to highlight the main ones. 

First of all, let’s take a closer look to a segmentation per types of hair.

 http://www.loreal-paris.fr/soin-du-cheveu.aspx

On the shelves of retail stores, we often identify shampoos according to the type of hair it is dedicated to. For instance, some are dedicated to:

• Wavy and curly hair (Fructis Hydra Boucles)
• Smooth hair (Fructis Hydra Liss)
• Mid-long and long hair (Fructis Long and Strong)

Besides the type of hair, there is the color also taken into account:

• Blond hair (Nivéa Brillant Blonde, Ultra Doux Camomile and Honey)
• Dark hair (Ultra Doux Henna and Blackberry Vinegar)  
• Colored hair (Fructis color Resist, Elsève Color Vive, Nivéa Color Protect)

After the type or the color, we can identify another type of segmentation. Indeed, the companies promise some results to the consumer through the use of one specific shampoo. We can here talk about the segmentation by promise, or in other words, by consumer’s needs:

• Classic (Nivéa Classic Care)
• Resistance (Elsève Anti-Casse)
• Smooth (Nivéa Easy Liss, Elsève Liss-Intense)
• Shiny (Nivéa Diamond Gloss, Fructis Pure Brillance)
• Volume (Elsève Volume Collagène, Nivéa Volume Sensation)
• Hydration (Nivéa Nutri Cashmere, Fructis Nutri Repair Oléo Intense)
• Reparation (Elsève Total Repair 5, Fructis Nutri Repair)
• Greasy hair (Fructis Fresh)
• Curly (Elsève Boucles Sublimes) 
• Anti-dandruff (The Head and Shoulders range, Fructis Anti-Pelliculaire Traitant) 

We can also segment the market according to gender. Indeed, more and more brands dedicate a range of their products especially to men. Some of them distinct ranges for women from ranges for men like Elsève for instance: Shampoos and care for women and shampoos and care for men, and some others decline their products regarding the type of hair or the need of the consumer and besides, dedicate another range to men like Nivéa: the products Nivéa for Men.

Finally, we can segment the market of shampoos regarding the age of the target. Indeed, some brands dedicated a range of products to kids for instance or some companies dedicated a product from a specific brand to elderly people:

• Kids (P’tit Dop, L’Oréal Kids)
• Adults (Neutralia) 
• Elderly people (Elsève Re-Densifieur)

Shampoo day! >> Elsève

Today we are going to speak more in details about the Elsève brand.

 

ELSEVE range products

Elsève offer to its clients the possibility to choose its suiting shampoo according to their needs.

As you can see there are 8 categories (with sometimes subcategories), which is quite a big segmentation.

• coloured – streaked
• coloured
• streaked
• dry – damaged – brittle
• fortifying
• nourishing
• refreshing
• reinforce
• antidandruff
• difficult to smooth, curly
• anti-electricity
• anti-friz
• anti-inflation
• drawn again curls
• long or drab
• shine – lightness
• shine – softness
• fine – without volume
• normal
• shine
• lightness
• matured

Obviously there are additional products proposed in complementarity to shampoos: treatments, serums, conditioners or masks.

Website

On the website of Elsève: http://www.loreal-paris.fr/soin-du-cheveu.aspx , you can find many details concerning all the range of shampoo.

The website invites you to choose your kind of hairs and will then propose you the most adapted product.

Once you have chosen a product among those proposed, you will be conducted to a dedicated space to this precise product.

http://www.loreal-paris.fr/_fr/_fr/brands/index.aspx?code=Elseve_Nutri_Gloss

You will be able to find additional products to this shampoo.

Elsève proposes also the “consumer benefice”, “advices from experts”, “inspiration” from star endorsement, “innovations and ingredients”, “secrets of beauty”, or “Elsève technology”. Therefore you will be able to access to information to know better the product, to get advices and also to know more about the celebrity associated to this shampoo. Besides, people can leave testimonies on products, consultable by everyone.

In addition, Elsève proposes to its customers to register to its “Club VIP”. This club allows you to cumulate points on a card and exchange them for “exclusive gifts”. And you will have access to “our privileges”, “our beauty space”, “our looks” and “my community”.

http://www.loreal-paris.fr/_fr/_fr/minisites/vip/index.aspx

Another important point is the possibility to join an adviser from L’Oréal Paris by phone or email.

Furthermore, Elsève proposes to customers to do an online test in order to know which product is the best according to their needs. This diagnostic is done through few questions. Finally it presents adapted products.

As you can see this test can be done for all kinds of product proposed by Elsève.

 http://www.loreal-paris.fr/diagnostic.aspx

Advertising

Elsève has chosen to select some celebrities to represent its products.

Among them we can quote: Laetitia Casta, Gwen Stefani, Andie Macdowell, Jennifer Lopez... All these women are famous because there models, singers or actress. Therefore L’Oréal uses their notoriety to promote its products in association to their image, which suits to Elsève shampoos’ target.

We can use some relevant examples with poster or screenshots of TV advertising.

http://kiwios.chez-alice.fr/Divers/Loreal/charlize.htm

http://www.fanpop.com/spots/evangeline-lilly/images/14211240/title/evi-loreal-photo

http://inter-bike.blogspot.com/2008/11/bennetts-reveal-top-biker-distractions.html

http://www.freidapintofan.com/2010/10/28/freida-in-loreals-elvive-nutri-gloss-campaign/

Nevertheless we can notice that most of the time, a celebrity represents several products. She can presents make up, shampoos or beauty products at the same time. Besides, over time, she can change product according to the change in the range or the new products coming.

Here you can see an example of advertising for shampoo. 

http://www.prodimarques.com/sagas_marques/elseve/elseve.php

This kind of advertising is used in billboards or in magazines.

We can see that the celebrity is on the ad giving a quotation “I have found back silky hairs, I feel it”.

Besides the different products associated to the shampoo, here “Anti Cass”, are also visible on the ad.

Many videos are also done to promote Elsève products through TV ad.

Here you can see a TV ad from 2009, promoting Elsève “Liss Soyeux”, with Doutzen Kroes:

Prices

The different shampoos (not talking about conditioner and masks) can be found at these prices:

Monoprix: 3,95€ to 5,65€ 

Carrefour: 3,34€ to 4,62€ 

Intermarché: 3,28€ to 4,19€ 

Auchan: 3,08€ to 5,10€

Therefore we can see that among different competitors there are slight differences of prices. Intermarché, supermarket, appears as the less expensive for this brand.

Organic Shampoo! Yes, that's the trend!

More and more brands are following this trend: the organic one! Consumers are interested in buying products good for the environment but also for their health… And as consumers, we are sensitive about paraben, silicone, etc.

Lot of shampoos are made with a washing base 100% organic, Ammonium and Lauryl Sulfate free. Brands are innovating in fragrances to offer choice to customers.

Just before Christmas, it is a good idea to evaluate the situation of organic ranges of shampoo and to make you discover new brands!

First, Lavera

cosmavita.fr

This German brand made a beautiful success in selling organic products and everything for relaxation and caring. They’ve received a lot of labels over the years as a proof of respecting environment and health. 

http://lavera.de/qualitaet_labels.html?&L=1

This brand is making their products thanks their own production, making grow plants, flowers, etc.

They are very famous in Germany but the brand starts to be known in France thanks to their presence on beauty websites.

Here is their range:

http://lavera.de/hair_shampoos.html?&L=1

1. Apple milk shampoo for formal hair and daily hair wash
2. Lemon milk shampoo for oily hair & frequent washing
3. Almond milk shampoo for sensitive hair & dedicated skin
4. Cornflower shampoo for an anti-dandruff effect
5. Orange milk shampoo for fine & thin hair
6. Mango milk shampoo for coloured hair & colour protection
7. Rose milk shampoo for stressed & dried hair

This brand is playing with pastel colours and flowers. That is very important for customers to keep in mind this organic and healthy image because that is why they will pay more for it.

Another brand is very known for their organic products and famous in France: Melvita.

plusbellematerre.com

Melvita has been created by people enjoying nature and melancholic life. A lot of their products are made with a base of honey, almonds, cereals, etc.

That is one of the first organic brand.

Two labels reward Melvita:

http://www.melvita.fr/la-certification-bio,2,2,146,196.htm

Melvita products are made without parabens, paraffine, silicone, perfume, etc. And they believe in creating every single beauty product with organic ingredients.

Moreover, they are not so expensive compared to other organic brands!

Here is their range:

http://www.melvita.fr/shampooings,2,2,5215,0.htm

For its brand image, Melvita is using a lot their Cosmebio label, present everywhere for each advertisement. They are using flowers, animals and nature elements to give a proof of their convictions.

http://www.melvita.fr/fonds-d%27ecran,2,2,3895,24472.htm

Have you ever tested organic shampoos? What do you feel about it?

Communication Strategy: "Always beautiful" for Nivea Shampoo

joelapompe.net

“Advertising plays an important and controversial role in contributing to brand equity.”Kevin Lane Keller said in his book "Strategic Brand Management". Let’s talk about the prominent print commercial of NIVEA shampoo. Undoubtedly, it is a creative strategy to communicate product information. On top of this, it gives an impressive image to the audience (consumers).

Through analyzing visual messages, we can see as this advertisement’s content as following:

• Overall message: Using NIVEA hair care to make your hair always be beautiful. 

• Motivational (tone): Humor/ profound 

• Objective: Inform people that NIVEA hair care effectiveness is to help your hair to be glossy and lasts for a long time! 

• Main target: Women especially who have long hair. 

• Visual identify elements: 

1. Catch your eyes with the obvious and unusual pattern (a woman’s skull but glossy and beautiful hair with it) in the middle (white skull and light-orange hair): eye-catching and it also cause a little bit confused, how could it be that corrupt skull but still has glossy hair? 
2. The skull surrounded by corrupt soil skull (cold color): it doesn’t attractive to people. 
3. Name and logo of NIVEA shampoo (blue and white color ) : it can be seen clear and well-recognized by audience. 

• The eye path: At a first glance, glossy and long hair is the main and obvious object in the centre. After that, people may see the human skull in the corrupt soil. It is horrific and confused, what does this mean and why represents this? But from top to bottom, you can see the logo of NIVEA hair care on the right of bottom. That is the answer to the question and purpose of this advertising.

To conclude, it is an effective advertising that help consumers differentiate NIVEA shampoo--having glossy hair which lasting long as well. First of all, it successfully define positioning to establish brand equity: target market, necessary, desirable and deliverable. What is more, it is creative to communicate positioning concept: informational (problem-solution design), typical user of product (women who have long hair), motivational (horrific at the beginning but you will find the tone is humor and profound at the end).



Sources:
>> John R. Rossiter and Larry Percy, Advertising and Promotion Management, 2nd ed. (New York: McGraw-Hill, 1997)
>>Keller, Kevin Lane, Stategic branding management: building, measuring, and managing brand equity, 2nd ed. (HD69.B7 K45 2002 658.827-dc21)

Today is shampoo day!

We are going to start a new event on the blog: The Shampoo Day! You will find 4 articles about 4 brands we decide to choose in which we will try to explain you everything on these.

We are going to start with Fructis from Garnier.

Fructis is really trying to understand customers’ needs by segmenting the market by type of hair. There are ranges of shampoos for different types of hair in France:

-       Long & Strong

-       Fresh

-       Curly hair

-       Antidandruff

-       Antidandruff process

-       Greasy base & dry end

-       Fortifying

-       Coloured hair

-       Smooth

-       Hair body

-       Dry, rough

-       Damaged hair

-       Brightness

Every shampoo is said to make your hair strong and full of energy with brightness.

Website

On the website http://www.garnier.fr/_fr/_fr/home.aspx, you can find all the range of products and you can find the place to buy the shampoo you want.

If you click on a product, this is the page you run:

 

There is information about the product, advice about the use, about recycling the product. You also can find testimonies of users.

If you create an account, you can download coupons and test the new products.

In addition, Garnier is proposing beauty advice, good ideas/deals, and events… It’s a complete website where you can find a lot of information on the brand.

Advertising

Enjoy these different ads from Fructis!

 

gosee.us

printable-garnier-coupons.blogspot.com

 

8 points explaining the success of Fructis

• Its green colour saying: “A fresh shampoo, full of fruits and plants, almost organic and with a lot of scientific elements nearly pharmaceutical”… Whereas it is not! By using pictures with cells, keratin… Consumers are thinking that product is more tested than other, almost pharmaceutical but with a reasonable price… Good deal! 
• The ads are targeting women but a man can easily buy the bottle on display because the packaging is not a pure girly one.
• Packaging and colours demonstrate the energy, dynamism and strength of the customer’s future hair after using this shampoo. A recognizable brand… and from far. Colours, shape and ranges are unique. 
• A catchy short name easy to keep in mind.
• Differentiation from other products on display: no white or pastel colours but crazy-neon-fluorescent ones 
• Fresh feeling. No more shampoo that are making your hair greasy after one day. 
• Using water, fruits and plants, Garnier is playing on healthy products. In their purchasing action, cusrtomers are pretty sure that this product will be very good for their hair.



printable-garnier-coupons.blogspot.com

• Because this is from Garnier… And Garnier belongs to L’Oréal. And this is a standard in cosmetics! Case made!

thefashpack.onsugar.com

 

Prices

The different shampoos (not talking about conditioner and masks) can be found at these prices: 

Monoprix: 3,65€

Carrefour: 3,46€ to 3,62€

Intermarché: 3,19€ to 3,49€

Auchan: 3,28€ to 3,58€

     

Additional information

You can find a Fructis channel on Youtube with different ads, and they are actually redrawing the music history with a stylish view from hair professional. And you’ll enjoy trying to recognize every singers!

http://www.youtube.com/user/evolutionofstyle

Fulfil this test to know which Fructis product is made for you.

http://www.garnier.fr/_fr/_fr/fructis/diagnostic.aspx

Purchase Involvement & Emotion !

Every kind of purchase brings about a specific degree of involvement related to it. Indeed, consumers do not think the same way and the same amount of time when they buy yoghurt than when they buy a car. This degree of involvement involves a risk: the risk to be dissatisfied behind the purchase. If the product chosen does not fulfill all the customer’s expectations and needs, he/she will feel disappointed and the degree of disappointment will vary regarding the amount of money he/she spent on it or regarding the difficulty to obtain it for instance.

blog.freelance.com

Concerning shampoos, we can say that the purchase involvement is low, because shampoos are products of the everyday consumption and are not either expensive products nor difficult to find. According to their frequency of consumption, consumers can buy a bottle of shampoo more than once a month; if they are not satisfied with the one they chose this month, they can change next month. It is an everyday life product so they even can buy another bottle of shampoo without consuming the first they bought if they are not satisfied.

As long as the degree of purchasing involvement is low, the degree of emotion related to the product is not important either. The consumption of the product, the use of the shampoo is associated with the shower time, a refreshing and relaxing moment. Brands try to play with this association to make the consumer feel an emotion about the product and to make him/her associate a very special emotion not only with the moment of consumption but also and above all with the product itself. Let’s take the Herbal Essence brand example so as to make clearer. The brand is not sold in France anymore but everyone can remember the television advertising campaign the company used to promote the brand. Here is a little reminder though:

http://www.koreus.com/video/pub-herbal-essences.html

Through this TV commercial, we clearly see how the company tries to make the consumer associate specific emotions to the consumption of this specific product. The moment of consumption of Herbal Essence shampoos is described as something “really exciting”. At the beginning of the commercial, we see clothes scattered on the floor as a reminder of a crazy love night, which makes the viewer feel curious. Then, we can see a young woman washing her hair with the Herbal Essence shampoo. This is interesting moment because the while the woman is massaging her hair she is feeling an intense pleasure going till the orgasm. While we see her enjoying her shower, an off-voice explains that content of the shampoo, flowers extract and mountains water contributes to her well-being and he adds that if the viewer is already excited about the shampoo, he/she will be even more when he/she will see the result on his/her hair. The key moment is at the end, when the young women is shaking her head so as to show the brilliance and the brightness of her hair that the video camera is backing and the viewer realizes that the TV commercial he/she is watching is actually seen by an elderly couple in the first place. When the elderly woman says at the end of the commercial she is watching with her husband “I would like to have the very same shampoo as her”, laying her hand on her husband’s leg, this is the moment where the emotion message is clearly identifiable. The elderly woman thinks that she will be as excited, will feel the same intense pleasure and will have the same quality hair as the young woman of the TV commercial while/after using the Herbal Essence shampoo.

Herbal Essence, through this commercial tries to reach its target: women of all ages by making them want to feel the pleasure and satisfaction emotions felt by the woman of the commercial. Their entire TV commercials are based on the same very differentiating concept: the orgasm when using the product. Most of the shampoo brands insist on the result of the use of the shampoo: more brilliant hair or less dandruff, or smoother hair etc. The differentiation of Herbal Essence lies in the emotion felt by the consumer during the use of the product. It associates very pleasant emotions to the moment of consumption.