Herbal Essences – Fruit Fusions

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.
  

Herbal Essences – Fruit Fusions

Client: Procter & GambleAgency: Leo Burnett LondonCampaign Name: Herbal EssencesCategory: FMCG

SUMMARY

In a market driven by science and problem-solution hair care brands, Herbal Essences experiential brand positioning was unique, but needed continued support to really challenge the big science-based brands such as Elvive and Pantene.

The launch of Fruit Fusions successfully reinvigorated Herbal Essences in Europe five years ago, leveraging the brand's point of difference by offering the target audience an even more exotic pleasure from the new, fruity fragrances to be enjoyed.

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