Please read the case and participate in the discussion forum:
SHAMPOO BUYING: A “BAD HAIR” DAY?
When was the last time you purchased shampoo or other hair care products? How long did it take you to choose? How did you decide?
The hair care aisle of a typical drugstore has over 200 choices for shampoo. The packages promote a myriad of benefits including repair, protection, hydration, control, and nourishment. How does a consumer make the match between his or her needs and the brand benefits? It’s not easy to choose, and therefore not a surprise that many of us spend about 20 minutes in this aisle when we select a shampoo brand.
The confusion builds when you consider that it is not just shampoo that we buy. There are gels, mousses, hairsprays, shine enhancers, and conditioners. A recent Mintel survey shows that three-quarters of consumers use conditioner in addition to shampoo, and these numbers are even higher for women.
Advertising agencies work hard to help people make sense of all the options. Hair care product advertising relies heavily on television and print advertising. Sometimes we also see outdoor advertising, most commonly in the form of billboards. Many ad campaigns rely on celebrity endorsers including Kate Winslet and Zooey Deschanel.
And it’s not only women in the United States who scratch their heads over these choices. To the women of Singapore and the Philippines, the choice of hair conditioner poses the same challenges. To connect with women in these countries, Unilever tried a nontraditional campaign to show the benefit of Cream Silk Hair Fall Defense, a conditioner brand the company sells in those countries. Cream Silk’s core benefit is the “strength” it gives hair. With the help of advertising agency JWT, Unilever was able to break through the advertising clutter and deliver its message in an entirely new format.
JWT began by contacting Paul Goh, the leading violin bowmaker in Singapore. For this promotion, Mr. Goh was asked to switch out the horsehair violin bows he traditionally used and exchange them with human hair on four of his violin bows. This hair had been washed and conditioned with Cream Silk. To demonstrate the strength of the hair, a string quartet used the bows as it played during a 4-hour concert in a busy shopping mall in Manila. Good news for Unilever: The entire concert concluded without even one broken hair on the violin bows! You can view the video yourself on You- Tube; just search “The Human Hair Quartet.” The viral video has excellent production quality and includes the advertising message:
“When it comes to showing strong hair, all commercials show it the same way. So we changed the game, by turning the demonstration of STRONG HAIR, into a live performance. . . .
Describe Cream Silk’s promotion within the context of the Fishbein multi-attribute model.
Will the people who left with the positive attitude purchase the product? What other factors might influence their behavior in addition to this promotion?
Explain through the lens of our lecture on attitudes and persuasion.
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