Most hair color brands largely position themselves as functional tools, a means to cover up grey hair. One of the leading brands, L'Oreal, has for the longest time consistently included the phrase 'Not a single grey!' in its marketing.
Wella Kolestint, launched in India in 2010, has created a differentiated positioning. Rather than a functional product, it has set itself up as a cosmetic product that makes you look more attractive through your hair.
Women go to great lengths (no pun intended) to ensure their hair looks attractive. Many young urban girls, as some as young as 13, are experimenting with their hair color: getting streaks, colored bangs or simply going for a new shade altogether. One reason for this is to impress the opposite sex. A new hair color job can be construed as a makeover and is part of women's efforts to constantly reinvent their appearance.
The spot for Wella Kolestint (view here) talks directly to women, trying to strike a chord by understanding their concern. It asks a simple yet relevant question: why go through the trouble of applying hair color when it isn't even noticed? Switch to Wella Kolestint. And get noticed now!
It is important to note the stress on the verb 'switch'. Women are generally loyal to their hair color brand. Wella Kolestint is trying to incentivize the elusive switch by putting forth the tantalizing prospect of 'getting noticed by others' - something that may not be happening with a current hair color brand. It tries to feed the intrinsic feminine desire to appear better. It sweetens the deal by offering a free trial pack in exchange of an incumbent hair color pack.
The brand was launched a few months back with a tremendous outdoor push. Hoardings were seen at numerous locations. The OOO campaign is now being complemented with this TV campaign endorsed by celebrities. The public is aware of the long and clean relationship between Bipasha Basu and John Abraham. The chemistry between the two is a selling point in itself. Additionally, this spot brings out the playful nature of male-female relationships in a cute and familiar way - notice John struggling to figure out what his girl's big change is...a common pickle men unwittingly find themselves in and women get upset about!
With this standalone positioning, Wella Kolestint should be able to capture the fancy of its young female audience that does a lot to look good, and is not necessarily concerned about greying. Older women should also find its transformational aspect appealing, along with its promise of deeper and longer-lasting color. With rising disposable incomes and increasing exposure to Western styles and appearances, there is plenty of scope for Wella to do well in the Rs. 1200 crore Indian hair color market (2009, A.C. Nielsen). Eventually, however, success of the brand remains up to the quality and attractiveness of the range of colors it is offering.
Wella Kolestint, launched in India in 2010, has created a differentiated positioning. Rather than a functional product, it has set itself up as a cosmetic product that makes you look more attractive through your hair.
Women go to great lengths (no pun intended) to ensure their hair looks attractive. Many young urban girls, as some as young as 13, are experimenting with their hair color: getting streaks, colored bangs or simply going for a new shade altogether. One reason for this is to impress the opposite sex. A new hair color job can be construed as a makeover and is part of women's efforts to constantly reinvent their appearance.
The spot for Wella Kolestint (view here) talks directly to women, trying to strike a chord by understanding their concern. It asks a simple yet relevant question: why go through the trouble of applying hair color when it isn't even noticed? Switch to Wella Kolestint. And get noticed now!
It is important to note the stress on the verb 'switch'. Women are generally loyal to their hair color brand. Wella Kolestint is trying to incentivize the elusive switch by putting forth the tantalizing prospect of 'getting noticed by others' - something that may not be happening with a current hair color brand. It tries to feed the intrinsic feminine desire to appear better. It sweetens the deal by offering a free trial pack in exchange of an incumbent hair color pack.
The brand was launched a few months back with a tremendous outdoor push. Hoardings were seen at numerous locations. The OOO campaign is now being complemented with this TV campaign endorsed by celebrities. The public is aware of the long and clean relationship between Bipasha Basu and John Abraham. The chemistry between the two is a selling point in itself. Additionally, this spot brings out the playful nature of male-female relationships in a cute and familiar way - notice John struggling to figure out what his girl's big change is...a common pickle men unwittingly find themselves in and women get upset about!
With this standalone positioning, Wella Kolestint should be able to capture the fancy of its young female audience that does a lot to look good, and is not necessarily concerned about greying. Older women should also find its transformational aspect appealing, along with its promise of deeper and longer-lasting color. With rising disposable incomes and increasing exposure to Western styles and appearances, there is plenty of scope for Wella to do well in the Rs. 1200 crore Indian hair color market (2009, A.C. Nielsen). Eventually, however, success of the brand remains up to the quality and attractiveness of the range of colors it is offering.
