Park Avenue Beer Shampoo: Stealing a lead from the giants in men's hair care

This case study describes how Park Avenue, a men's clothing and personal care brand, launched a beer shampoo to dominate an emerging Indian male-grooming market and tackle perceptions of grooming as being feminine.

Park Avenue Beer Shampoo: Stealing a lead from the giants in men's hair care

Namit Prasad

Campaign details

Brand owner: JK Helene CurtisLead agency: PublicisBrand: Park Avenue Beer ShampooCountry: IndiaIndustry Hair careChannels used: Games and competitions, Internet - microsites, Newspapers, Packaging and design, Point-of-purchase, in-store, Social media, TelevisionMedia budget: 500k - 1 million

Executive summary

This case study describes how Park Avenue used beer shampoo to pin down a niche within the emerging Indian male-grooming market.

The shampoo category in India is designed to woo women. While...

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