From Personality to Communities: Le Petit Marseillais (Johnson & Johnson)

          The personality of Le Petit Marseillais can be described as happy, natural, sweet, authentic, respectful, smart, and adaptable since shampoos suit every kind of hair. Then, the shampoo brand’s identity is based on tradition, simplicity, nature, colors, and above all on senses related to Mediterranean ingredients. Furthermore, the image consumers have of Le Petit Marseillais is that shampoos are soft, authentic, and affordable; actually, every woman can find an appropriate shampoo to her hair at a reasonable price. Moreover, Le Petit Marseillais tells stories through young and mature women perpetuating Mediterranean traditions. In the various advertisements, consumers understand that shampoos are based on a combination of natural ingredients well known for their benefits and quality, and especially in the Mediterranean area. Shampoos are sometimes based on grandmothers’ recipes, making them traditional and trustable. As a result, women can use and trust shampoos on the long run and can share traditions with their children, as good mothers do. Then, the shampoo brand arouses emotions by making consumers travelling in Mediterranean areas and in their past through perfumes reminding them their childhood, and by making them smelling good and feeling protected, comfortable, beautiful, and astonished by extraordinary perfumes. Finally, communities created by Le Petit Marseillais involve young women and mothers who like taking care of their hair with natural, soft, and sensorial shampoos, which are affordable. These women intend to be pretty and authentic with nourished hair. They want to be good mothers with strong hair like their own mothers used to be.