The shampoo
brands we decided to focus on, Elsève , Head & Shoulders and Le Petit
Marseillais are very interesting considering innovation as they have completely
different marketing strategies. Three
different strategies as they position themselves on three different markets.
Basically, Elsève is focusing on a Technological
aspect, Head & Shoulders on a
more Scientifical aspect, and finally
Le Petit Marseillais on a morenatural
& traditional aspect. Let’s analyze these aspects in more details.
ELSEVE
Elseve has
a strong brand recognition, well-known for offering a large range of top
quality products targeting different hair types, from dry and damaged hair, to
oily and thinning. They provide expert care backed by research and sciences,
powered by the latest hair care innovation from the L’Oreal Paris Laboratories.
Technological developments and introducing new formulas and Technicare in the
shampoo like Silicone, Multivitamines (for normal hair, Ceramide R (for fine hair) , Pro-Keratine.
Greater and sophisticated products were demanded, this is the reason why they
launched new molecules and ingredients. Elseve shampoo packaging is as
high-tech as the brand pretends to be, with lots of shiny and explosive colors.
HEAD AND SHOULDERS
Head &
Shoulders also has a strong brand recognition in its category. The brand
positions itself as giving solutions to everyday life problem; dandruffs. To
get rid of these, the brand introduces Zinc pyrithione, a revolutionary
ingredients that showed positive scientific results. Consequently the brand
based its marketing strategy on this innovation.
Going through the Head & Shoulders website
, you’ll see many explanations on the many benefits you’ll find using this
shampoo and how efficient it is “ In only
3 washes”, you’ll be “100 % cool , 100% confident and 100% Flake Free” as the
adds say. And this will boost your self-confidence to the highest. The shampoo
packaging are very simple as it is mainly white and blue and it feels like the
bottle has just came out of a laboratory.
LE PETIT MARSEILLAIS
Last but not least, Le Petit Marseillais , a
shampoo brand completely different from the two others we have just seen
previously. There is no real innovation to the brand, its marketing strategy is
simply to promote traditional, authentic and simple products. It motto is
“Restons Nature” which can be “Keep it Natural”. The different types of shampoo
the brand offers have nothing in
particular except providing natural ingredients such as Almond Oil ,
Shea-tree, Vanilla , Milk , orange
blossom, chamomile. The shampoo packaging is very simple, offers a taste of
freshness as each shampoo bottle was unique