Of the mainstay mass-retail brands, which had good brand identity at retail such as Breck, Prell, Head & Shouldters, and Alberto Vo-5, Clairol Herbal Essence stands out for its reliance on the marketing impact of its fragrance, which is a vital part of the brand identity and makes a direct reference to the product’s natural herbal complex. Fragrances have reached a new level of attracting consumers to buy and try a new shampoo, and while the tried-and-true megabrands have promised elevated performance, they must continue to address the scent dimension and heighten that experience to complement improving formulas. And marketers must expect a certain amount of consumer fickleness. Upscale products are now available in specialty stores, drug stores and discount chains so it is increasingly important, regardless of where a hair care line is launched or retailed, that scent be well thought-out and fully integrated into the line. Shampoo products have exploded, and the definitive line between salon products and retail products has diminished.
GEE YOUR HAIR SMELLS TERRIFIC FREE
While the salon visit remains an important routine for women, the frequency with which women wash their hair, with today’s free and easy hairstyles, continues to increase. The simple function of washing hair has become a sensory experience. When marketers introduce a new shampoo or line extension every six months they should expect a certain amount of consumer fickleness.
Consumers have been bombarded with new trends in fragrance, and hair care now follows the fashion trends of fine fragrance. Salon stylists may critique products more on performance and total product effects, but, still, fragrance plays an essential role for these professionals because boredom does set in with repeated use of any one fragrance, which opens the door to line extensions that expand fragrance types. Ask a consumer how she likes her new shampoo, and the comment is, typically, “It smells great.” And because it smells great she thinks it’s going to perform well on her hair. Just how much does fragrance influence the perception of performance in shampoos? It must be totally integrated into the product line. It’s all about the feel-good fragrance experience, and, as such, fragrance is an important marketing tool. The importance of fragrance in the overall perception of performance in today’s hair care, whether it is in the retail brand or in the salon brand, remains a factor in the success of hair care products.
Remember Gee, Your Hair Smells Terrific Shampoo? The brand and the marketing effort were a testament to the importance of the fragrance residual wafting from a freshly shampooed head of hair.
0 kommentar(er)
