Innovation & Marketing

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