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.