2. Background
Dissonance for the hair removal system exists in the
mind of consumers as it is perceived that when you
apply any hair removal cream the ‘ph’ of the skin
gets disturbed - the skin becomes rough and dry
It can be demonstrated visually by using a litmus
paper which turns blue
However when you apply the skin nourishing lotion
after the Fem hair removal cream, the ‘ph’ comes
back to normal due to the unique formulation of
jojoba oil, aloe-vera and calamine and the litmus
paper does not change color
Confidential document. Meant for internal circulation only
3. Objective
• Remove the dissonance
• Build awareness
• Induce trials
Confidential document. Meant for internal circulation only
4. The Challenge
• Ensure a captive audience of the right TG
• Demonstrate “ph” factor effects
• Induce trials leading to sales
Confidential document. Meant for internal circulation only
5. The thought process
• The TG predominantly should be young females
• Demonstration had to be attractive to ensure
larger audience
• Demonstration had to be short to ensure
– Complete attention during the demonstration
– Larger turn around would mean reaching to larger
numbers
• Demonstration had to be complete & convincing
to remove the dissonance
Confidential document. Meant for internal circulation only
6. The strategy
• Girls colleges & hostels would be ideal
• Have kiosks with the latest creative as the
backdrop
• Have side panels (on both sides of the kiosk) with
the product creative
• Have a short film/recording being played on a TV
screen/loud speakers detailing the product
features
• Ensure smart girls in attractive uniform, man the
kiosks to interact with the audience
Confidential document. Meant for internal circulation only
7. Execution – Broad plan
• Getting permissions from college authority to
allow installing kiosks in the premises was the
challenge
• Designing the kiosk was undertaken by the
creative team & presented to the client
• As this activity was spread across many towns
across different states, the kiosk had to be
portable without compromising on the aesthetics
• Leaflets & the product information that was to be
presented to the audience was created by the
client
Confidential document. Meant for internal circulation only
8. Execution – Finer details
• Using our resources, we could get the
permissions from girls colleges & hostels
• Stationed two for the actual demonstration
• Stationed two girls for explaining the product
using the flip chart
• Stationed one girls to invite the respondents to
the kiosk
• Had the TV creative running continuously in the
back drop
Confidential document. Meant for internal circulation only
9. Execution – Finer details
• Respondents who agreed to test the product
on their hands were given the demo & given a
leaflet.
• Respondents who did not want to try the
product were explained using the flip chart &
given a leaflet.
• Respondents who were not willing to come to
the kiosks were given the leaflets.
Confidential document. Meant for internal circulation only
