| Title | Women Under the Influence |
| Agency |
Publicis Kaplan Thaler
|
| Campaign |
Women Under the Influence
|
| Advertiser |
Procter & Gamble
|
| Brand |
Clairol
|
| Posted | October 2001 |
| Product |
Herbal Essences
|
| Business Sector | Hair Care Products
|
| Tagline | New Herbal Essences Color. Experience the intensity. |
| Story | Our print ads, corresponding to our TV launch, put forth a message of fun, intense, sexy color. It's a new line of color treatment that's so vibrant and exhilarating, that its intoxicating
thus, our headline "Women under the influence of Herbal Essences Color." |
| Philosophy | Our research told us that younger women seek a more vibrant, exciting look that will leave them feeling uplifted and alive
more attractive and confident. Our belief was that Herbal Essences could go beyond these brands by giving the target permission to believe that their color will be uniquely exhilarating because of its vibrant color story combined with a higher emotional pay-off that's unique to Herbal. So, by leveraging Herbal's uninhibited, "naughty but nice" heritage, combined with Herbal Color's intense vibrance, we've launched the color line with tremendous success. Just three months old, early results indicate it will be one of the hottest new product success stories of the year in the category. |
| Problem | Herbal Essences decided to extend from its base shampoo business and delve into the intensely competitive world of hair color. In particular, Herbal Color provided Clairol with the opportunity to tap into the emerging youth market in haircare, which Clairol's established brands have difficulty reaching. As we did with haircare, we saw the opportunity to go beyond the usual and generic end benefit language to a sense of the experience Herbal's vibrant colors provide. In order to have a successful launch, we had to differentiate the brand and find a position that gave it a unique, exciting and youthful personality in an otherwise parity category. |
| Media Type |
Magazine
|
| Market | United States |
| Creative Director |
Linda Kaplan Thaler
|
| Copywriter |
Laurie Garnier
|
| Art Director |
Stuart Pittman
|
