Case Study: Shampoo Buying

CASE STUDY
SHAMPOO BUYING:
A “BAD HAIR” DAY?
GROUP 5
INTRODUCTION
HAIR CARE MARKET
100 years ago Hair care Market

Major players
Segmentation
the first shampoo Amway Corporation, Avon
products ● Product Type Products, Inc., Johnson &
revolutionized hair care ● Distribution Channel Johnson, L’oreal S.A., The
(1) ● Geography (2) Estee Lauder Companies
Inc.,and Unilever (3)
BRAND|UNILEVER
500 COMPANIES
worldwide engaged in the
manufacture and sale (4)
Home products
soaps and detergents, margarines,
cooking fats, salad dressings, ice
cream, toiletries packaged and
processed foods, and beverages.
Sustainable Women
progressive (5)
global trend
attitudes towards
MAIN ISSUE
Cream Silk’s promotion
Too many choices of hair care products Unilever launched an impressive
nontraditional promotion to show the
➔ Time-consuming when shopping for
benefit of their Cream Silk's - to
shampoo.
"strengthen hair”.
Consumers try to simplify the purchase They changed the horsehair violin bow
process by referring to compelling with human hair that were washed by
advertising Cream Silk's and the violin was used in a
4 hour concert in a shopping mall.
Advertising relies heavily on television, ➔ This method has successfully
print, the Internet, and outdoor advertising,
shown the benefit product to
most commonly in the form of billboards.
customers.
CASE SUMMARY
Understand the
consumers
who refer compelling
advertising to their
purchase process
Understand the
industry
Hair care product advertising
relies heavily on television,
print, the Internet, and outdoor
advertising
CASE SUMMARY
Construct a
persuasive message
by applying metaphor
message
Having a creative
campaign
combining advertising
clutter and deliver its
message in an entirely new
format
QUESTION 1
Multiattribute attitude models are defined as those models that assume a consumer’s attitude
(evaluation) of an attitude object depends on the beliefs he or she has about several or many
attributes of the object
- Central Attribute: give "strong" to hair - core functional benefit of the product
➔ A string quartet used the bows made from human hair which had been washed
and conditioned with Cream Silk.
- Utilitarian Appeals - the core benefit “strong” was reflected through performance of
string quartet shown to the audiences the endurance of human hair when using the
shampoo and conditioner => Influence attitude formation
- The approach of using human hair, the brand indirectly shifted the common belief
that the hair got so much strength even after the product was consumed once.
QUESTION 2
Message Appeal: Emotional Appeal
- By turning the demonstration of strong hair into a live performance, Cream Silk has
entertained the audience and aroused feelings of excitement and positive emotional
responses.
- By helping them enjoy the show with the help of the most famous bowmaker in Singapore.
The Elaboration Likelihood Model: Peripheral route to persuasion.

- Source credibility can be used as a heuristic in peripheral thinking because when a
speaker is seen as having higher credibility, then the listener may be more likely to believe
the message
- The unique promotion was also successful because of Cream Silk’s use of celebrity
endorsement with Paul Goh, the leading bowmaker in Singapore. If human hair, washed
and conditioned by Cream Silk products, is good enough for one of Paul Goh’s violin bows,
why wouldn’t Cream Silk be good enough for the average consumer?
QUESTION 3:
100% Made in Vietnam Present in many

countries
Natural
Native France, Germany, Australia, USA…
Herbals
Differentiation
Hair skin free from dandruff and
itchy irritating condition (6)
COMMUNICATION CHANNELS
Television Video Commercials
Traditional TVC Music Video
Focus on all-natural herbal Exploiting the lives and thoughts of
Content shampoo, preventing dandruff customers, then integrating into the
and reducing hair loss features of herbal shampoo
Slogans "Bring love home, don't
Product is trusted in major
Message bring pressure home", "Not only
countries around the world
smooth, but also strong"
Image Foreign models Vietnamese singers and actors
Target Women from 30 years old and

Younger generation
audience above
COMMUNICATION CHANNELS
KOL Ecommerce
Social media
Platform
Review video made by Ha Discount campaigns on Advertisements on
Linh Official, Peach n Shopee, Lazada, Tiki, Facebook, short videos
Coffee, Trinh Meoww,... Thai Duong homepage on Tiktok
Keep the image of
Impact on potential Catch customers’ “natural herbs” and
young customers attention. “reduce dandruff, prevent
hair loss”.
ANOTHER APPROACH
Thai Duong is reaching younger customers as
their approach is geared towards channels for
younger generation.
Competitive Advantage
● Natural ingredients
● Trend of green lifestyle
● Does not fade dyed hair color
ANOTHER APPROACH
New trend on Tiktok
● Currently the most popular social network for
young people.
● New and attractive videos can become viral,
spreading throughout users.
● An energetic dance and song will form a positive
attitude to consumers' behaviours.
LESSON LEARNT
Factors influence hair-care products purchasing
➔ Compelling advertising which conveys effective messages that can
reinforce current brand loyalty or persuade consumers to try a new brand.
➔ Ad campaigns feature appealing celebrity endorsers.
Multiattribute attitude model

By weighting assessing beliefs and weights for each attribute, Cream Silk
can understand how to position the attributes of their product or brand more
effectively to differentiate for a given market segment.
Lesson from Thai Duong shampoo

Thai Duong shampoo changes its approach to be more suitable for
customers, keeping pace with the changes of society and the media. Showing
the ability to adapt to the trend, in tune with the Vietnamese market.
REFERENCE
1. History of hair care [Internet]. Henkel.com. 2022 [cited 10 February 2022]. Available from:
https://www.henkel.com/spotlight/features/30-years-sustainable-development/history-of-hair-care
2. Hair Care Market | 2022 - 27 | Industry Share, Size, Growth - Mordor Intelligence [Internet]. Mordorintelligence.com. 2022
[cited 10 February 2022]. Available from:
https://www.mordorintelligence.com/industry-reports/hair-care-market-industry
3. Hair Care Market | Global Trends, Size, Share | Forecast 2017-2024 [Internet]. Inkwood Research. 2022 [cited 10 February
2022]. Available from: https://inkwoodresearch.com/reports/hair-care-market/
4. Unilever | international holding company [Internet]. Encyclopedia Britannica. 2022 [cited 10 February 2022]. Available
from: https://www.britannica.com/topic/Unilever
5. Universal charm - Unilever brand profile | Marketing Magazine [Internet]. Marketing Magazine. 2022 [cited 10 February
2022]. Available from: https://www.marketingmag.com.au/hubs-c/universal-charm-unilever-brand-profile/
6. Nguyễn L. THAI DUONG SHAMPOO MARKETING STRATEGY [Internet]. Academia.edu. 2022 [cited 10 February 2022].
Available from: https://www.academia.edu/35415784/THAI_DUONG_SHAMPOO_MARKETING_STRATEGY
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CASE STUDY

100 years ago Hair care Market

The Elaboration Likelihood Model: Peripheral route to persuasion.

100% Made in Vietnam Present in many

Image Foreign models Vietnamese singers and actors

Target Women from 30 years old and

Multiattribute attitude model

Lesson from Thai Duong shampoo

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