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.
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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:
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.
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:
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.
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