Ombre, Tie-Dye, Splat

Hair:
Trend or Fads?
L’Oreal
• In 1950’s hair coloring market saw a revolution with reduction in steps
from 5 to 1
• Women could now color their hair without going to the salon
• In 1966 L’Oreal launched home-coloring kits under Brand “Recital”
• Consumer Product Division of L’Oreal controlled three main lines
• L’Oreal Paris
• Garnier
• Maybelline
• L’Oreal Paris had highest market share of 7.6% in hair care category
Consumer Motivation for Hair Coloring
• Cover grey hair
• Increase Self Confidence
• Until 2011, the main motivation was purely functional. But now people
were increasingly dyeing their hair for FUN and FEEL GOOD

Functional Fun & Feel good

L’Oreal Paris Brand portfolio
• Casting Crème Gloss Brand
• Target Consumer – 20s to early 30s
• Only changed the natural shade of hair by one or two shades

• Preference Brand
• Target Consumer – Demanding and Sophisticated women between 30 and 50
• Color range responded to a need for variety and novelty

• Excellence Brand
• Target Consumer – Over 50s
• Offered color supremacy and coverage for grey hair
Challenges in Hair Colour markets
Trend vs Fads
• Fads rise quickly and burn out Key question to identify Fads:
usually in a year • New item compatible with
• Fads for inexpensive products consumer lifestyle?
are less problematic • Innovation provide real benefit?
• Fads are highly costly if design • Is it compatible with other changes?
and developed
• Who is adopting the trend?
• Failing to address a trend is
missed opportunity in
competitive market
Hair colour style variation in 2011…
Highlight spread vertically throughout
One colour from the root down the hair
Hair colour style variation in 2011

Ombre style Tie-Dye Style Splat hair style

In UK it was referred as Used semi-permanent or

Dip-dye Called Rainbow Style non permanent colour
Marketing strategy 2.0
The Pull Strategy
• Social media provided novel way to access
consumer insight
• Engage in Social Media Listening
• Partnership with Google to get trends
• Quantitatively both Ombre and tie-dye
• Qualitatively views were in favor of Tie-
dyes
• Videos suggest dying hair is difficult at
home
• Stars with tie-dye gets more attention
The Push strategy
• Social media could help develop and
push new products
• How to create new brand and
marketing strategy of a trend
• Facebook was most popular platform
for beauty products
• New products were pushed in social
media endorsed early adopters
• Help in getting early feedback form
consumers
Challenge #1: Trend or Fad?
Objectives
• Identify trend using social media
• Preserve its value as innovator rather than “me too”
Question needed to address
1. What source of information on web could help? Could Google
search provide insight, and if so, how?
2. How to find necessary info? Budget?
3. How to create most added value to customers?
Challenge #2: Marketing and Social
Media Strategy
Thank You