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.

Please click on above link to view :

• Table 1.1 (Ingredients and their functions in the 3 selected shampoos) and
• Table 1.2 (Labelling comparison of the 3 shampoos).

Company Name: Element Trading Pte Ltd

Address: 123 Quality Road Singapore 618123

Product Name: Element: For Men

The aim for the product name to include “For Men” is to directly send the message that the product is suitable for any Asian men. In addition, “Element” is inline with the notion that our targeted consumers are being in their prime, regardless of the harsh conditions their hair is subjected to.  Hence, it would portray that our product is able to bring out their charm, confidence and coolness regardless of hair type.

Target group of consumers

Our product will be targeted at male working adult and younger. This is because while we would like to portray our products as suitable across all ages, working adults and younger men more concerned about their appearances. Furthermore, since our product is suitable for men involved in all kinds of activities, our consumers will likely to consist of males who are active and sporty.

Marketing approach

Since our product is targeted at the Asian men mass market, all supermarkets, personal care stores and salons in Singapore will distribute the shampoo. We have decided to choose Asian-born celebrity, Show Luo, to endorse for our product as he represents the new urban active male of the Asian entertainment scene. Print advertisements and posters will be placed in retailing outlets so as to increase our product’s visibility to customers. Through print advertisements in Men’s magazines like Newman, Maxim and FHM, we would be able to capture potential male consumers, whom may be even more concerned about their appearances.

Description of product

Element: For Men is a fresh aquatic shampoo inspired by the seas of the world. It is suitable for active, sporty men who want to have soft, manageable and dandruff-free hair fragranced by an invigorating oceanic scent all the day long.

With the herbal ingredients, such as panax ginseng root extract, glycine soja (soybean) protein, and eucalyptus globules leaf extract, Element: For Men caters to the unique hair structure of Asian men’s hair. The ingredients help men’s hair regains its healthy shine and vitality by penetrating deeply into hair fibres to repair and nourish. With anti-dandruff compound, men no longer need to worry about having embarrassing white flakes on their crown. Hence, it suits the lifestyle of men who constantly confront the harsh elements of weather in open air.

Choice of fragrance

The choice of oceanic fragrance is to cater to the preference of men, who would usually prefer a scent that is faint and light. Hence, the aquatic scent would give off the impression of cooling and refreshed.

Calone is chosen to be added to give the olfactory impression of fresh seashore through the marine nuances. Since it has an intense sea-breeze note that is the source of a variety of “fresh/ozone” accords, it would serve the purpose of Element: For Men as a men’s shampoo.

Product Claim

The product is suitable for all hair types as the extracts from Asian herbs nourishes and strengthens the hair. Research shows that Asian hair is rounder, has more cuticle layers, thicker and straighter than Caucasian hair. The product enables hair to become smoother after use, which allows for easy styling of hair. Hence, it allows Asian men to express their confidence no matter when and where they are. The product has been clinically and dermatologist tested to be suitable for men’s hair.

The bottle is dark blue in colour, which coincides with the fragrance of the product. Blue is able to portray the calming and cooling feeling of the marine and ocean. In addition, blue represents a sense of masculinity. The iconic water droplet also reinforces the imagery of the oceanic fragrance of this product. The labelling of the product is designed to be simple in the front, as men would prefer simple packaging with clear and short descriptions of a product.

Both 500ml bottle and travel size tubes will be sold. Although of different size, the shape of the product will be the same to better brand our product and to be easily identified. Instead of being round, the 500ml bottles will be slightly rectangular. The tops will be caps with lit instead of using a pump for the 500ml bottle, or a twist cap for the hotel supplies size bottle in 200ml. The hotel supplies size bottles are to cater to consumers who travel around or even for younger consumer class who tends to do outdoor activities. Hence, these travel size shampoo can be easily carried around with its reduced weight.

The bottles will be made from Polyvinyl Chloride (PVC), which is extremely resistant to oils, has very low oxygen transmission. It provides an excellent barrier to most gases and its drop impact resistance is also very good. Furthermore, it is chemically resistant, and is commonly used for shampoos products. Other than being blue, the bottle will also be opaque to decrease the possibility of the product being reactive under light.

Front Label

Product Name: Element: For Men

Taglines: New Improved Formula – Enriched with Natural Herbs for Asian Men; Strengthens and Nourishes Hair to keep your hair dandruff free with a smooth and healthy shine.

Oceanic Scent, Anti-Dandruff Shampoo, 500ml/ 200ml

Back Label

Product Description:

Suitable for: All hair-types.

Ingredients list: Water, Ammonium Laureth sulphate, alcohol, glycol distearate, lauramidopropyl betaine, dimethicone, myristyl alcohol, hydroxystearyl cetyl ether, cocamide mea, laureth-16, isodecyl glyceryl ether, malic acid, polyquaternium-10, fragrance, toluene sulfonic acid, sodium laureth sulphate, bis (c13-15 alkoxy) pg amodimethicone, benzyl alcohol, laureth-4, potassium hydroxide, polyquaternium-7, sodium benzoate, butylene glycol, camellia japonica seed oil, hydrolyzed conchiolin protein, panax ginseng root extract, glycine soja (soybean) protein, eucalyptus globules leaf extract, and methylbenzodioxepinone (calone).

Directions:

Massage onto wet hair to lather. Rinse off completely. Suitable for daily use

Avoid contact with eyes. If product gets into eyes, rinse immediately with water.

Manufacture date:

See date at the bottom of product.

Expiry date:

Best if used within 3 years from date of manufacture.

Please Click on Picture to Enlarge.