Results and Effectiveness

The most direct results: estimated 120,960 engagements with the Clairol Herbal Essences ambient washrooms. Each time, ladies in the grooming/social mode were involved with the communication - 1) *Advertising recall shot up to 56%, a growth of 80% versus pre-campaign and exceeding measured target by 38% 2) *Brand recall up by 38% 3) **Business volumes increased by 7% with the re-launch of Clairol Herbal Essences at a price premium, despite and in spite of the recessionary economy *source of recall results - Singapore Tracker with Pulse **source of business results - Client shipment data, average monthly data

Creative Execution

Strategy: Seed CHE communication, and bring the shampoo fragrance 'flip test' and sensorial haircare and bodycare (implied with the 'perfume') experience to the ladies, within a grooming and social context (versus hairwash or end-look), to position the re-launched brand as 'small indulgence' in the difficult economy. Creative elements: Mirrors, 'Surprisingly luscious hair' communication (implying to ladies that 'you can have it') 'Enjoy the fragrance!' communication with a fun twist, The CHE fragrance itself Transform, dominate environments with CHE new striking blue brand colour Media Channels: The Ladies (washrooms in shopping centres/cinemas) The ladies (target audience) Scent dispensers While outshouted by competition on mass media (eg. 75% of haircare category advertising dollars are on TV and CHE had 3% of that); CHE had 100% SOV in washrooms. And importantly, every 'impression' counted with ladies (they looked into it) and smelt good.

Insights, Strategy and the Idea

Clairol Herbal Essences (CHE) shampoo was to re-launch with a reinvention in equity advertising, packaging and fragrance, at a 45% price premium. Goals: communicate to ladies (18-25yrs) that ‘new re-invented CHE gives you surprisingly luscious hair’, and achieve 30% in incremental advertising recall (econometric studies had revealed strong correlation to sales). They used competitive brands and not CHE, as they did not know its benefits nor believed it gave a better haircare experience. Local Shopper Insight: 75% of ladies flip shampoo bottle-caps to take a decisive sniff Singapore was in the throes of deep economic recession. We identified unique synergy between the re-launch CHE objectives and assets not in the original tagline like its new unique fragrance, and the opportunity to position CHE as a ‘small indulgence' (haircare AND body experience also relevant to social well-being), versus ‘expensive necessity', creating that important shift in value perception.