Herbal Essences Experience Exhilaration Campaign
Jul 17, 2015
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.
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.
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”
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