Introduction
As the world advances due to globalisation, people are becoming increasingly affluent. After obtaining their basic needs of air, food and shelter, more people are seeking a life of better quality. They start to have a more holistic view of life, and begin to find ways to improve the mind, spirit and body.
Due to the emphasis placed on one’s physical appearance, there has been a huge increase in demand for cosmetics and perfumes, leading to the wide variety of such products in the market today. Most would not mind paying more for such personal care products, which actually helps to improve physical image and self-esteem, promote tranquillity, slow down the ageing process, and generally help consumers to have a better quality of life.
With this in mind, having adequate knowledge about the products one is using, and being able to make an informed choice is then of paramount importance. In this paper, our group has chosen to analyze the product class of shampoo. Our analysis, as well as findings of research, will be discussed below in terms of: ingredients, usage instructions, cautionary statements and expiry dates. We will also be discussing about marketing strategies of these products, in relation to the choice of fragrance, product claims and packaging.
Products
As stated above, our group has chosen the product class of shampoo, and the three brands that we have reviewed are: ASIENCE shampoo, L’Oreal Paris Elseve Anti-Breakage Care Shampoo and Naturals Herbal Shampoo with wild cherry bark & rosemary for natural conditioning.
Ingredients
We have analysed the composition of the shampoos and have classified them according to the functions of each ingredient. (Table 1.1). Not only did our analysis allow us to have a clearer understanding of the functions of the various types of ingredients, it also enabled us to do a comparison of the three brands. Our analysis showed that the three brands of shampoo contain ingredients with similar functions required for a basic shampoo. Hence, our group concluded that the basic ingredients can be found in most shampoos regardless of brand. The difference then, lies in the fragrance, and percentage of certain other ingredients, depending on the purpose of the shampoo. For example, if a shampoo is designed and created to have anti-dandruff properties, it would probably contain more ingredients with anti-dandruff functions.
Manufacturing/expiry dates/shelf-life/batch reference
When choosing a product, especially a personal care product, it is important to take note of the information of the product in relation to the manufacturing and expiry dates, shelf-life and batch reference. The consumer will most likely have more assurance in products which have this information stated clearly on their labels. This is because information will give the consumer an indication of whether it is safe to use the product, as well as provide the information of the safety period of use. Our group has done a comparison of the three brands of shampoo in relation to the manufacturing and expiry dates, shelf-life and batch reference in Table 1.2 (link on right column).
Comparison of the use of fragrance, the product claims and the packaging
Asience shampoo emphasises an “elegant floral fragrance” as one of its marketing strategy with the metaphoric description of “capturing the uplifting spirit of the lotus flower that blooms beautifully while growing in mud”. This reflects the Asian culture in relation to the Asian female population that the brand is targeting. This targeted group of customers would prefer a haircare product that is suited for Asian hair, which in terms of quality, is rounder and has more cuticle layers than Caucasian hair [i].
As the name Asience suggests, this product is a combination of traditional Asia and modern Science. Asience claims to be formulated to meet the special needs of Asian hair, enabling hair to become smooth and supple from within and leaves no marks after untying. With the popular Zhang Ziyi as their spokesperson, it truly reflects the essence of Asian beauty that Asience wants to create. The product bottle is packaged as a light gold colour that represents “the dazzling energy of Asian beauty that glows from within” and printed with floral motifs symbolising “the vitality of life”.
Natural Herbals Shampoo by Melaleuca Wellness Company derives a prominent fragrance from its ingredient Melaleuca alternifolia oil, more commonly known as tea tree oil. Synonymous with this Australian company’s name is their focus on Melaleuca oil products that are both natural and antimicrobial for cleansing purposes. The fresh, camphoraceous and green fragrance of the tea tree essential oil extract in the shampoo greatly emulates the association with Melaleuca brand label. The brand also claims that their products support a healthy lifestyle and are safer for the home, as they do not contain bleach, lye or other chemicals typically found in other brands. Thus the light green bottle packaging of the shampoo also matches to the green concept of the Melaleuca brand.
Melaleuca’s shampoo is targeted at families who prefer more natural and earth-friendly products. Hence, Melaleuca Company promotes these products via network marketing using word-of-mouth as their main marketing strategy. Their online website is also used to provide more information about their products to the global market.
The internationally well-known brand L’Oreal Paris, has its Elseve Anti-Breakage Shampoo targeted at many different consumer groups across various countries using their native languages. The fragrance of Elseve anti-breakage shampoo plays a less significant role in the marketing of the product. This shampoo focuses more on anti-hair loss properties and is targeted at all females who want “affordable luxury” products that are professional at the same time. This product claims to be formulated to help condition dry hair by its active ingredients – Omega 6 (an essential lipid derivative) and Ceramide R (a powerful repairing ingredient). They offer a dual action to “replenish lipids and restore hair substance without weighing it down” and targets damaged areas and repairs hair fibre for a perfectly smooth surface and healthy shine. Their laboratories have proven up to 95% less breakage from brushing from the 1st application.
With a famous celebrity like Eva Longoria as their spokesperson and high media publicity, this product is able to reach out to a wider audience as compared to the previous two products.
