Subject Index
 

Wash&Go was the long-time mid-tier shampoo leader in the Balkans, but was finding itself competing with both a growing premium and lower tier market. Rather than launch a premium brand - as many of it ...

Herbal Essences positions its products in terms of being an experiential brand, rather than focusing on science and problem-solving, as was the case with much of the rest of the category. The launch o ...

Pantene's 'Set Your Colour Alight' campaign sought to overcome several obstacles standing in the way of Pantene making its mark in the coloured hair sector. Among these was the fact that coloured hair ...

Pantene Pro-V had enjoyed consistent, strong media support over recent years, but had failed to achieve the expected market results or a boost in brand image. In the Baltics, market share was barely g ...

The shampoo market is a very competitive and cluttered category in every geography, and competition for the hair care aspect of women’s beauty is fierce. Image and the way this is communicated to the ...

The challenge for the Herbal Essences Fruit Fusions campaign was to generate interest in the launch of the new collection and to grow the Herbal Essences brand as a whole. Based on the insight that th ...

Campaign in 1998-9 by Saatchi & Saatchi for P&G Head & Shoulders (shampoo) Menthol variant. Objective: to launch the variant in the UK. Medium: TV.

Launch campaign in 1999 by Grey for Louis Marcel depilatory (Stafford Miller). Media: women's magazines, posters, posters on internet.

The paper documents how advertising contributed to the sales success of Clairol's Nice 'n Easy hair colourant, especially in the longer term. The market had been rendered unfashionable by changes in a ...

1982-3 launch of a hair care product. Rolled out TV campaign from initial 5 areas, supported in national women's magazines. Market background described: the introduction of soft perms indicated a mark ...

Launch of a new brand of shampoo to position Elida Gibbs in the anti-dandruff sector of the market, 1979-80. Brand had three variants, for different types of hair, suitable for men and women. National ...