Targeting Millennials: Herbal Essence

Businessweek published a video interview with A.G. Lafley, describing how P&G updated Herbal Essence, “a stale mass-market shampoo” to appeal to younger Gen Y and Millennial women. After immersing themselves in the target, they concluded there was no brand addressing the needs of this age cohort, and that the target “wanted a different haircare, hairstyling product”. They first redesigned the packaging to “fit” a more tailored market by curving the shampoo and conditioner bottles so that they literally fit together on the shelf. The nesting shape not only helped Herbal Essences stand out on the shelf, but also encouraged more young women to buy both products, driving up conditioner sales.

According to Lafley, the makeover went well beyond packaging:

“To appeal to Millennials, the team also updated the language on the packaging. The ho-hum “dandruff” reference gave way to “no flaking away.” Names for different hair styles were changed to more youthful phrases such as “totally twisted” or “drama clean.” “We totally reframed the proposition,” Lafley says. While P&G doesn’t break out sales figures on specific products, the company reported in a conference call soon after the shampoo was relaunched that the brand was growing again, with sales growth rates in the high single digits.”

Looking at the Herbal Essence website, the voice is young without being juvenile, fun while still providing useful information. Benefits include “polishing your look” and “luscious hair.” Promotional tie-ins work nicely — pedicures and manicures. Videos provide specific direction on how to achieve that “casual sexy, just out of bed look.” Nothing Boomer or teeny-bopper about that!

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