Herbal Essences “Experience Exhilaration”

Campaign

Herbal Essences Background

• Founded in 1972• Clairol• Collections• Proctor & Gamble

Target Audience

• Young Women ages 18-24• Typically White• Active lifestyle• Fashionable• Household income $75,000-$149,000• Not married – No children• Attending college/College educated

Consumer Profile

• Lola Mckay, age 20• Grew up in California, middle-upper class• Attends University of California, Santa Barbara• Environmental Science major• Surfer• Surf Club / Safe the Ocean club• Drives a red Jeep Wrangler• Works part-time at Urban Outfitters• Enjoys bonfires with friends• Free-spirited, In-style Hippie• Adventures, outdoorsy, animal-lover, smart, care-free

Situation Analysis

• Client• Consumer• Competition– Direct– Indirect

• Industry • Marketplace trends

Audience Analysis

• Most users are women• 28.6% of all Herbal Essences users are 18-34• 23% of all Herbal Essences users attended college – women who

attended college are 20 times more likely to use the brand• 30% of all Herbal Essences users have a HH of $75,000-$149,000• 79.2% of all Herbal Essences users are white• 11.9% of all Herbal Essences users read Cosmopolitan Magazine

**All Data taken from MRI+ (2012)

SWOT AnalysisStrength• Well-established brand – worldwide• Admirable ethos of brand • Celebrity endorsed• Loyal consumers• Younger generation• Variety of products• Reasonably priced

Weakness• Need to stand out and be different

against competitors• Narrow Target Market • Relies on dedicated customers –

doesn’t seek new ones• Not as popular in North East• Lack of reach (age, race, sex)

Opportunities• Emerging internationally• Room to expand brand-loyal audience • Direct marketing strategies to pick up

certain type of audience• More social media opportunities• Viral advertisements on YouTube

(Herbal’s banned ads)

Threats • Not known for one specific product -

huge variety• Not organic which is a marketplace

trend• Negative connotation from banned ads• Global competition• Competition attracts a much broader

audience

Primary Research- Survey

• Used Survey Monkey • Asked 10 basic multiple choice questions

(choose one / choose all that apply)• 68 participants – all women• Typical Profile from Yielded results:

- woman, 21, wavy-thick hair, trendy style, Herbal Essences user, very willing to try new products, lounges in spare time, styles her hair straight, goes out 2-3 times a week, washes her hair 5-6 times a week.

Secondary Research

Secondary Research (Cont’d.)

Secondary Research (Cont’d.)

Secondary Research (Cont’d.)

Secondary Research (Cont’d.)

Secondary Research (Cont’d.)

Measurable Objectives

• Increase Brand Loyalty among target audience by 15%.

• Generate a response rate over 30% from customer review surveys.– In order to Show and see whether Herbal Essences

was able to transform brand image.

Brand in the Mind of the Consumer

• Current users of Herbal Essences.• Target audience is pleased with the price of

the product. • See the brand as fun, colorful, and energetic.• Pleased with the quality of the product.

Competition in the Mind of the Consumer

• Competition – Aussie

• Not extremely exotic• Basic and reliable product.

– Garnier Fructis• Less of an energetic packaging • Lower quality product

– Pantene• Offers the quality that they seek• Not an enthusiastic brand• Perceived as an older brand

Future Goals

• Herbal Essences would like the target audience to view the brand as:– More reliable.– A spa-quality product; a full-sensory experience.– A younger more hip brand.– More exotic in comparison to its competition.

Main Selling Premise

• Full- sensory experience– Strong spa-like aromas– Indulge in your self– Don’t just treat your hair, treat your self.• Herbal Essences is not just a hair product brand, it

allows you to embark on an experience.

Tone of Voice

• The tone of voice for the campaign is: – Exciting– Exhilarating– Low-maintenance

Supporting Evidence

• MRI also states that women who read beauty and fashion magazines such as Cosmopolitan, Allure, and Elle are more likely to buy Herbal Essence.

• Users are typically going through a stressful period of their lives.

• Strong aromas used in the products.• All of Herbal Essences products are made with

natural ingredients.

Deliverable

• TV– CW’s Oxygen, E!, VH1, MTV

• Magazines– Allure, Elle, Cosmopolitan

• Radio Stations– Play “Top Hits”

Mandatories

• The slogan:

Experience Exhilaration

Live Brand Experience- The Event

• Venice Beach Boardwalk, California• July 3-5, 2014 from 11 A.M to 3 P.M– 5 hair washing sinks on a boardwalk– Volunteer answers questions on an Ipad– Volunteer takes a “before” picture – Volunteer receives a full hair wash, conditioning, styling

from a group of stylist– Volunteer takes an “after” picture and receives an Herbal

Essence product

Live Brand Experience (Cont’d.)

Idea: Spontaneous, Trendy, Beautiful• Touch: Hair treatment• Taste: The ocean’s salt• Sight: Before and after photo• Smell: Scent of Herbal Essences products• Sound: Music

Live Brand Experience (Cont’d.)

• Three Key Attributes• Authentic: Nature Inspired

• Positively Connected: Facebook posts, Twitter Hashtags: #HerbalEssencesExperienceExhilaration

• Personally Meaningful: Post-event Twitter and Facebook contest