Chapter II: Marketing Strategies

Hello, We are glad that you make it to Chapter II of our analysis! In this Chapter, we will attempt to compare and contrast the use of fragrance, product claims and packaging used for Asience Beauty, Clairol Herbal Essences and SunSilk. In addition, we will relate our discussion to the marketing strategy employed by these shampoos to attract their consumers.

Alright, so shall we start with the analysis? Let's begin with Asience Beauty:


The shampoo was contained in a gold coloured rectangular bottle with an oriental twist to its design. The majority of the shampoo’s information was published in Japanese prints except for the brand name “Asience.” Its packaging contains a very sophisticated logic behind its branding and marketing style with the brand’s logo symbolizing vitality and the five elements of oriental bioscience - wood, fire, earth, metal and water. The usage of symbols and fragrance attempts to portray the passion, vitality, inner strength and determination of the Asian women. Using the slogan “Hair is the Heart of the Woman”, it is apparent that the shampoo targets modern Asian women who are independent and vibrant with a touch of Asian elegance and beauty.

Next, we will look at Clairol Herbal Essences Camellia with Hot Oil.

This shampoo is sold in transparent bottles that reveal its colour. The immediate packaging is simple- a normal shampoo bottle with flowery designs. Through media advertisements and its packaging, our group deduced that the shampoo is targeted at active and vibrant females in their early twenties to mid thirties.

The shampoo has a strong refreshing floral fragrance that brings out the feminine side of its users. In addition, the packaging emphasizes that Chamomile, Aloe Vera, Passion Flower and Camellia Hot Oil are added into the shampoo. The use of these ingredients complements the “All Natural, Radiant and Nourishing and healthy” effect which the product tries to portray through its claims.



Finally, its SunSilk's turn!

SunSilk on the other hand, adopts a different packaging style. The bottle has a curvier shape that brings out the sensuality of its users. Printed on the bottle is a picture of an elegant young woman with long, flawless hair, hinting that the shampoo is catered towards young ladies in their mid-twenties who are outgoing and confident. In addition, a research of their commercials also revealed that the shampoo caters to the needs of
1) Young fashionable females who are ready to take on the world and are not afraid to show their presence and
2) Friendly and Sociable females who are able to grab everyone’s attention

In addition, the product claims to give a “…A light and fresh feeling” after washing, with emphasis on the need for “a more delicate touch… for [one’s] precious hair”. It was also stated in the packaging that the shampoo contains Chamomile nutrient formula that “…Gently cleanses and nourishes the strands for soft, clean hair without overloading.” These product claims complemented the objectives of the shampoo which was to allow its users to wash their hair as often as they like without the any side-effects.

From above, we learnt that product claims, bottle design and brand's logos should correctly reflect the shampoo's objectives and the needs of its consumers.