Garnier Black Naturals: Now no one will know when you color your greys!

This case study describes how Garnier Colour Naturals, a creme-based hair colouring brand, disrupted its category in India by pointing out the negative aspects of rival powder-based products.

Garnier Black Naturals: Now no one will know when you color your greys!

Anjuri Jain

Campaign details

Brand owner: L'OrealLead agency: PublicisBrand: GarnierCountry: IndiaIndustry Hair careChannels used: Newspapers, Outdoor, out-of-home, Packaging and design , Point-of-purchase, in-store, Print - general, unspecified, TelevisionMedia budget: 5 - 10 million

Executive summary

This case study describes how, even though the crème colour category had gradually gained popularity amongst Indians over the years, it still remained underpenetrated by Garnier – the mother of India's leading crème hair colour brand, Garnier Colour Naturals....

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