#TRESemMEandYOU

SCQ Framework
Situation
● Work from home that is caused by Covid-19 affects people to be more individually and
self-distancing from each other and this causes a few problems such as exhaustion,
depression, and stress.
● This problem particularly stress triggers hair problems such as dandruff, frizzy hair,
and hair loss (Telogen Effluvium and Alopecia Areata), this also happens to post Covid
patient
● The increasing number of Covid-19 cases is currently a reason to go to the salon which
is still doubtful.
● TRESemme wants women in Indonesia to try to be the best by using premium quality
and trusted products.
● With many products are selling right now in this situation to try to solve the problems,
TRESemme try to change consumers' mindset that only TRESemme Keratin Smooth
can solve hair problems

Complication
With these unpredictable conditions, stress-prone hair problems often happen at home and
the difficulty of access for women to go to salons. This is a challenge for Tresemme to provide
solutions through messages to their products about how women can overcome the problems
above and always be the best version of themselves by choosing only TRESemme Keratin
Smooth.
Question
● How does Tresemme invite women in Indonesia to show their best version through the
products offered before and after use during this pandemic?
● What form of marketing strategy can Tresemme provide to bring its products closer to
women in Indonesia nowadays?
● How TRESemmé can deliver a message to consumers in Indonesia to convince them
that TRESemmé keratin smooth is the most trusted and efficient product for dealing with
hair problems especially during this pandemic.

From the questions above, how far has TRESemmé offered its product, TRESemmé Keratin
Smooth to its customers? We can understand broadly by understanding the 6p of TRESemmé
Keratin Smooth.

Product Place Price

TRESemmé Keratin Smooth has 3
types of products, Keratin Smooth
shampoo, conditioner, and spray.
For shampoo and conditioner,
they offer 3 different sizes of
packaging, 170ml, 340ml, 670ml
TRESemmé Keratin Smooth can Product prices are affordable and
be bought in any markets in comparable to the quality
Indonesia and also in the official provided. product prices are
TRESemmé store site. adjusted to the size and function

Promotion Packaging Proposition

For the past few years,
TRESemmé has been promoting
its products using artists and
models such as Pevita Pearce,
Velove Vexia, and Alika
Islamadina that is used as a TV
campaign. They also use social
media such as Instagram where
they share content like a
competition of #HairOnAlaSalon
Photo Competition and also Hair
Care Routine
The packaging is in the same
shape as the shampoo, which is
packaged in red, while the
conditioner is packaged in white.
Both have packages with a
simple, handy and not in bulky
shape.
Tresemme Keratin Smooth
contains antioxidants so it is good
for hair health and is suitable for
preventing hair loss due to stress.
The benefits provided are able to
last for 48 hours so it is very
efficient and economical to use
with the same quality as a salon.
Then how is the development of Tresemme Keratin Smooth at this time? Why do Indonesian
people, especially women, still doubt this product? how about some consumer reviews? Well, i
believe, the best possible way to answer that is by asking several people directly.
Well, when it comes to the identity and the function or benefits that TRESemmé Keratin Smooth
gives, the majority of people already know and realized about that.

Dengan manfaat dari TRESemmé Keratin Smooth untuk merawat rambut agar tetap sehat dan terawat
dengan kualitas salon hingga 48 jam, menurutmu apa alasan produk TRESemmé Keratin Smooth masih
diragukan untuk dipakai sebagai produk perawatan rambut, terkhusus di masa pandemi ini?

Tidak cocok di semua orang, tidak semua orang tau kelebihan tresemme dibanding shampoo lain -
Vania, 20 years old.

Kurang dipasarkan dan menjangkau banyak target, pemasaran terlalu difokuskan untuk salon salon
saja -Kaniya, 21 years old.

Mungkin harganya masih sehingga belum dapat di jangkau untuk ekonomi kalangan kebawah
dengan asumsi sama" samponya, selain itu iklian yang di sampaikan dinilai kurang dapat menarik
perhatian kalangan menengah ke bawa terlihat elegant sehingga menimbulkan asumsi masyarakat
yang tinggi -Lailia, 21 years old.

Kurangnya promosi -Ninik, 22 years old.

Apa yang membuatmu untuk beralih menggunakan produk perawatan rambut merk lain daripada
menggunakan produk dari TRESemmé Keratin Smooth?

Hanya dapat di jangkau di toko grosir atau konsep toko yang lebih modern paling tidak minimarket,
sedangkan daerah pelosok sulit menjangkau -Lailia, 21 years old.

Karena belum percaya produk Treaemme karatin smooth membuat rambut sehat -Ninik, 22 years old

Karena terbiasa memakai merek lain -Laras, 21 years old.

Karena ada yg lebih baik dalam mengatasi ketombe, Mila, 22 years old.
However, when some consumers are asked about their thoughts and opinion about the
TRESemmé Keratin Smooth products, they often feel hesitant to buy and think that other
products can give more benefits because they think that:
1. Lack of information and promotions so that consumers are less interested in continuing
to use TRESemmé Keratin Smooth
2. They still feel unsuitable with the product and the price is not balanced with the
quality so they decide to switch from TRESemmé Keratin Smooth products.
3. So far, TRESemmé is still not yet trying to reach some remote areas in Indonesia and
only targeting the urban bustling areas.

Therefore, let me introduce to you #TRESemMEandYOU as a campaign that can help to solve
all those previous problems.

Campaign Objectives:
This campaign aims to support and inspire begin from ourselves and then to other women in
Indonesia to be able to show their version of the best hair quality and bring women closer to
each other in Indonesia through the use of TRESemmé Keratin Smooth products that can be
reached by all women regardless of differences as their alternative solution for go to the
salon during the pandemic.
 “TEA” Strategy

Trigger Engage Amplify

Objective Raise the awareness to target
consumers about the
importance of building self-
confidence through hair care
Bringing TRESemmé TRESemmé Keratin Smooth as a
Keratin Smooth products product that always
closer to target accompanies its target
consumers by providing consumers to stay happy and
experience and also live healthy during the
knowledge that inspires
pandemic
and brings women in
Indonesia closer
together.

Key Message “Building self-confidence by
having the best version of your
own hairstyle that can inspire
many people”
“Step forward with the “TRESemmé Keratin Smooth
best version of your will be your best friend to keep
hairstyle with fellow you inspired and boosting your
women in Indonesia with confidence during the pandemic”
TRESemmé Keratin
Smooth”

Key Hook Viral #TRESemMEandYOU #TRESemmeTogether

#TRESemmeInspiresAll

Supporting ● TRESemmé Mini ● TresTalk ● TRESemmé Mobile

Tactics Movies ● TRESemmé Application
● TRESemmé Share Their Stories ● TRESemmé Reward
Perspectives with KOLs Package
● TRESemmé Self-love ● TRESemmé “Me with
Campaign My Own Hairstyle”
Challenge

TRIGGER

● TRESemmé Mini Movies

Objective:
Build awareness and also motivations to continue to grow during the pandemic
 Description:
Short movies series for 25 - 30 minutes in length telling the problems that are often
experienced by many people during the pandemic, causing the effect of hair loss and
consequently having a negative impact on each of them. These short movies will be
divided into 5 episodes with the title:
1. Pandemic and My Loneliness
2. Have You Saved Your Money Today?
3. My Hair and My Crown
4. Starting from Today I`ll Do My Best
5. This is Me the Way I Am

Impact:
● Raises an interesting topic around how so far the pandemic is still causing
problems from home.
● There is an awareness regarding the influence of a person's condition during this
pandemic on hair quality.
● Give a message that self-confidence can be the first step to be able to show the
best for ourselves.

Channels:
Youtube

● TRESemmé Share Perspectives

Objective;
give a new perspective on maintaining confidence in the hairstyles of some women in
Indonesia

Description:
share perspectives through videos by inviting several women in Indonesia with different
backgrounds by giving opinions, views, and also inspiring messages between fellow
women regarding hair problems that often happen especially during the pandemic.
 Impact:
● Get a new perspective on the confidence in hairstyles by some women in
Indonesia.
● Forge closer relations between women in Indonesia.
● Steps to improve the efforts of women in Indonesia to give the best for their
hairstyles according to their respective versions.

Channels:
Facebook & Instagram TV (IGTV)

● TRESemmé Self-love Campaign

Objective:
Real action steps to increase awareness for themselves and also among people in
Indonesia, especially women, towards self-confidence by their respective hairstyles.

Description:
Do a campaign in the form of photos or boomerangs on social media with a focus on
showing their form of activity to deal with this pandemic period while still looking
beautiful in their own version and inviting their closest people through mentions and the
hashtag #TresemmeInspiresAll.

Caption Template:
Masa pandemi ini bukan menjadi halanganku untuk bisa tetap memberikan yang terbaik
terkhusunya kecantikan pada gaya rambut yang aku miliki.

Aku dan #TresemmeInspiresAll mengajak para wanita di Indonesia semua untuk tetap
terus bahagia memiliki bentuk gaya rambut yang kalian miliki sekarang karena saat kita
bersama, kita semakin kuat.
Tag Instagram @tresemmeid dan 3 teman perempuanmu.

Impact:
● Steps to invite and inspire our closest friends to love themselves more.
● More and more women in Indonesia will be motivated to support each other in the
way of this campaign works.
● Women in Indonesia will begin to realize that they have to start taking care of
their hair more often as a form of caring for themselves by using premium hair
care products.

Channels:
Instagram & Twitter