2012 Axe

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2012 Axe

  1. 1. GIRLAPRROVED GUY’S HAIRCARE CLIENT UNILEVER / AXE
  2. 2. GIRLAPPROVED CONTRIBUTIONRESULTS / 340 MILLION AND COUNTING
  3. 3. EXPLOSIVE GROWTH S 2011 AXE HAIR EXTENDS LINE S AXE HAIR GOES GLOBAL ASIA, EUROPE, SOUTH AMERICA 60 S MILLION $60 MILLION IN REVENUES IN ONLY 8 MONTHS SINCE LAUNCH S NATIONAL DISTRIBUTION WALMART, TARGET, WALGREENS NEW 2009 AXE LAUNCHES FIRST MASS MARKET MEN’S HAIR CARE
  4. 4. AXE + GIRLAPPROVED GA SERVICES SUMMARY RESEARCH + DEVELOPMENT NEEDS RESEARCH OPPORTUNITY IDENTIFICATION AXE BRAND TEAM DELIVERED EXPLOSIVE GROWTH DISTRIBUTED PRODUCT INNOVATION AXE HAIRCARE BLUEPRINT BRAND POSITIONING AD AGENCY BRAND STRATEGY ACTIVATION CONCEPTING PR AGENCY
  5. 5. GIRLAPPROVED + AXE / BACKGROUND STORYWhen Girlaproved met Axe they were only selling deodorants. With the recent surge in copycats and a growing numberof females associating their brand with “loosers who can’t find dates,” Axe needed a marketing breakthrough to regainits market lead. Axe asked us, “Are there any untapped opportunities in mens grooming? And can we improve our imagewith girls?” Girlapproved uncovered the natural deep link between a man, his hair, and his ability to get dates. All overthe world, bad hair was robbing perfectly good men of their mojo. From primary research, opportunity identification, product development, brand positioning, packaging, tocommunication strategy - we helped Axe create a brand that would give guys the hair girls loved. Girls got better lookingmen, guys got the girls, and Axe launched a breakthrough product category (mass market men’s hair) that gained themexplosive growth and good will from female market.
  6. 6. GU Y ’S H A I R F ER I N I N E T R U T H S MFEMININE G U Y ’S HA I GIRLAPPROVED GUY’S HAIR
  7. 7. FEMININE INNOVATION AND MEN1) Axe’s success validates the power of feminine innovation for the male market. Males have many unmet feminine needs.2) Several major beauty brands have attempted to crack the male haircare industry but were not successful. They did notunderstand the feminine dimension of males so they made men too effeminate. This was a turn off to most females. GAshowed the industry that if you express the feminine side of males more organically it increased a man’s sex appeal.3) GA’s research highlights the dramactic perceptual difference between male and females. Axes research with men,onlyidentified 2 attributes (color + length), while girls identified 18. The 16 missing dimensions were the difference betweenfailure and explosive breakthrough.4) In nature, females are the natural selectors in the mating game. Females’ ability to influence guy’s purchased has goneuntapped. Men are very willing to do what is needed to make them Girlapproved.
  8. 8. The opportunity that GA discovered could not have been identifiedwith men or traditional research and required our inside out approach.Men had so little understanding of hair, they offered almost nolearnings. Traditional research couldn’t find the truth, because girlsdidn’t see their true behaviors. GIRLAPPROVED GUY’S HAIR
  9. 9. When asked, “Do you make dating decisions based on a guy’s hair?”she would say “No”. Why thats superficial, what makes a man manly ismuch deeper - confidence, intelligence, courage, cultural interest . . . GIRLAPPROVED GUY’S HAIR
  10. 10. What females couldn’t tell you is that deep below the concious levelfemales actually read guys hair determine if he’s worth dating. Girlsaround the world had developed an instinctive skill to appraise a manscharacter and personality based on hair cues. GIRLAPPROVED GUY’S HAIR
  11. 11. If something was off with a mans hair, it meant he had personal issues. Globally females shared a universal language of guys hair, what properties made him dangerous or dateable. This language formed the foundation of the Axe hair products collection.INSIDE OUT ANALYSIS GIRLAPPROVED GUY’S HAIR
  12. 12. OH YUM! I’D DATE HIM! GUY’S HAIR TRUTH #01ATTRACTION Good hair makes a man sexier and increases his likelihood to score in bed. GIRLAPPROVED GUY’S HAIR
  13. 13. OH YUM! NO WAY! HE’S BORING! I’D DATE HIM! GUY’S HAIR TRUTH #02ATTRACTION Bad hair turns a girl off and handicaps a guy in the mating game. GIRLAPPROVED GUY’S HAIR
  14. 14. DATE HIM? NO WAY! boring bad in b e me ed ig nor unstable GUY’S HAIR meek TRUTH #03ATTRACTION an ger d Men with bad hair are wearing a billboard on their head that says “DO NOT DATE ME”. Their mating game ended before it began. GIRLAPPROVED GUY’S HAIR
  15. 15. THE HAIRCUTNOW MAKES HIMLOOK WORSE. GUY’S HAIR TRUTH #04 Most guys look worse after a haircut. Most hairdressers hurt a guy’s sexual appeal because they do not know what hair turns a girl on GIRLAPPROVED GUY’S HAIR
  16. 16. SO THAT’S WHO HE IS...SENSUALITYGENEROSITY GUY’S HAIRCREATIVITY TRUTH #05VALUES Girls read a guy’s hair toDRIVE determine his identity. His character shapes his hair.AMBITIONINTELLECTOCCUPATIONCONFIDENCE GIRLAPPROVED GUY’S HAIR
  17. 17. MR. CONTROL MR. MACHO MR. MEDIOCRE GUY’S HAIR TRUTH #06 Girls share a common, yet unspoken language of men’s hair, and what hair says about a guy’s personality. MR. VAININSIDE OUT ANALYSIS GIRLAPPROVED GUY’S HAIR
  18. 18. EXAMPLE: RYAN HAS STRINGY HAIR EXAMPLE: JAMES HAS OVERGROOMED HAIRGirls think he’s too relaxed to be reliable Girls think he’s vain and egocentric. GIRLAPPROVED GUY’S HAIR
  19. 19. EXAMPLE: TOM HAS BORING HAIR EXAMPLE: CHAD HAS OVER GELLED HAIRGirls think his life is mediocre. Girls think he overdoes things. GIRLAPPROVED GUY’S HAIR
  20. 20. EXAMPLE: JEFF HAS OVERDONE HAIR EXAMPLE: DAN HAS OVER SHEARED HAIRGirls think yikes! What’s he compensating for? Girls think yuck! He’s a control freak! GIRLAPPROVED GUY’S HAIR
  21. 21. CARINGTOO MUCHABOUT MY GUY’S HAIRHAIR? TRUTH #07THAT WILLMAKE ME Guys need an authority to tellFEEL GAY. them that it is a-ok to care about their hair, and that caring doesn’t make them gay. GIRLAPPROVED GUY’S HAIR
  22. 22. GUY’S HAIR TRUTH #08 The majority of men in America today are needlessly suffering from bad hair.GUYS WITH BAD HAIR ANDDON’T KNOW HOW TO FIX IT GIRLAPPROVED GUY’S HAIR
  23. 23. GUY’S HAIR TRUTH #09 BAD HAIR CRISIS Guys have no idea that their hair is ruing their game, or how to fix it. We are in the midst of a bad hair crisis!98%CLUELESS GIRLAPPROVED GUY’S HAIR
  24. 24. STATISTICAL ANALYSIS Axe quantitatively validated our Girlapproved truths and standards using a strategic-one. Here are some of the results that they found. 90% of girls are at more likely to go out with a guy if he has good hair 90% of girls wish guys would wash their hair more often 70% of girls think guys don’t know how to style their hair 88% of girls agree that greasy hair is repulsive 90% percent agree that hard, over-gelled hair turns them offQUANTITATIVE VALIDATION GIRLAPPROVED GUY’S HAIR
  25. 25. QUANTITATIVE VALIDATION GIRLAPPROVED GUY’S HAIR
  26. 26. S EXPLOSIVE GUY’S HAIRCARE BREAKTHOUGH OPPORTUNITY G U Y ’S H A I ROPPORTUNITY IDENTIFICATION GIRLAPPROVED GUY’S HAIR
  27. 27. OPPORTUNITY SPACE MANLY MEN’S HAIR LOSS we appreciate the effort DANDRUFF THERAPY good but smelly SPECIAL DAILY CARE GROOMING PREMIUM MASS MARKET STYLING AIDS SHAMPOOS feminine + vain ain’t a complete solution MASS MARKET PREMIUM HAIR STYLING AIDS TREATMENTS too shiny, sticky + greasy PREMIUM feminine + vain SHAMPOOS feminine + fussy MEN’S HAIR COLORING why does it exist? NOT MANLYOPPORTUNITY IDENTIFICATION GIRLAPPROVED GUY’S HAIR
  28. 28. OPPORTUNITY SPACE MANLY MEN’S HAIR LOSS we appreciate the effort To date, there is no mass market product designed to make men manly. EXPLOSIVE DANDRUFF THERAPY good but smelly SPECIAL DAILY CARE GROOMING PREMIUM MASS MARKET STYLING AIDS SHAMPOOS feminine + vain ain’t a complete solution MASS MARKET PREMIUM HAIR STYLING AIDS TREATMENTS too shiny, sticky + greasy PREMIUM feminine + vain SHAMPOOS feminine + fussy MEN’S HAIR COLORING why does it exist? NOT MANLYOPPORTUNITY IDENTIFICATION GIRLAPPROVED GUY’S HAIR
  29. 29. EXPLOSIVE OPPORTUNITY Introduce the first mass market hair grooming line for men. SUPPORTING OPPORTUNITIES Make men sexier for women and win good will from the female market. Eliminate the bad hair crisis that is demasculating men. Be the authority across the entire spectrum of men’s hair needs.OPPORTUNITY IDENTIFICATION GIRLAPPROVED GUY’S HAIR
  30. 30. BRAND POSITIONING Get girlapproved hair and send the right mating game signals. BRAND PROMISE Axe hair promises to give guys what they need to get their hair read right. MARKET Focus on core Axe demographic, but can apply to all men.OPPORTUNITY IDENTIFICATION GIRLAPPROVED GUY’S HAIR
  31. 31. A XE H A I R EXPLOSIVE G U Y ’S H A ISR R A T E G Y TPRODUCT AND BRAND STRATEGY GIRLAPPROVED GUY’S HAIR
  32. 32. How can Axe deliver on its promise of giving men girlapproved hair? Girlapproved identified 18 distinct hair parameters that girls use to G U Y ’S H A I R determine a guy’s sex appeal. To optimize success, the Axe brand must account for all 18 hair dimensions. (The guy team was only capable of identifying 2 parameters.)PRODUCT AND BRAND STRATEGY GIRLAPPROVED GUY’S HAIR
  33. 33. STRATEGY ESTIMATED EFFORT PERSONALITY MATCH BANGS HYGIENE AROMA STRENGTH CUT & SHAPE THE 18 HAIR PARAMETERS GROOMING SKILL Girlapproved discovered that universally, girls GEL QUANTITY subconsciously analyze guys based on 18 hair VOLUME CONTROL parameters. Even if one of the parameters is PRODUCT USE out of range, she will notice and feel turned off. SIDEBURN BALANCE HIGHLIGHTS BOUNCE BATHROOM TIMEPRODUCT AND BRAND STRATEGY GIRLAPPROVED GUY’S HAIR
  34. 34. STRATEGY TOO MUCH NOT HOT THE UNIVERSAL SWEET SPOT Across all hair parameters, girls share a range of what UNIVERSAL SWEET SPOT makes a guy sexy. If his hair falls outside the sweet HOT spot, he’s got issues and he’s out of the mating game. TOO LITTLE NOT HOTPRODUCT AND BRAND STRATEGY GIRLAPPROVED GUY’S HAIR
  35. 35. STRATEGY THE OPTIMALLY HOT MAN KNOWS HOW TO ALIGN EVERY DIMENSION OF HIS HAIR. For most men today, some aspect of his hair falls outside the sweet spot. This warns girls about his personal issues. TOO LITTLE GEL HIS LIFE IS MESSY TOO MUCH GEL LIVES LOUD AND TACKY TOO LITTLE STYLE TOO MUCH STYLE TOO LITTLE EFFORT TOO MUCH EFFORT HIS LIFE IS BORING SEARCHING FOR IDENTITY TOO LAZY TOO VAINPRODUCT AND BRAND STRATEGY GIRLAPPROVED GUY’S HAIR
  36. 36. STRATEGY 18 TOO MUCH THE BRAND STRATEGY GUY’S HAIR Invent a comprehensive new grooming line PARAMETERS AXE HAIR MUST HELP EACH MAN UNIVERSAL capable of helping men optimize all 18 GREASE ALIGN HIS HAIR TO THE SWEET SPOT SWEET TEXTURE SPOT essential hair parameters. To do this requires BANGS designing a range of products, in addition to EFFORT creating packaging, educational programs + SHINE TOO LITTLE communication. ...PRODUCT AND BRAND STRATEGY GIRLAPPROVED GUY’S HAIR
  37. 37. GU Y’ S HA IR STANDARDS FEMININE ™ G U Y ’S HAIR (the deliverable included standards for all 18 hair parameters, here is just a sample)PRODUCT AND BRAND STRATEGY GIRLAPPROVED GUY’S HAIR
  38. 38. STANDARDS (GEL) = we never want to see it + we never want to feel it + we never want it rub- bing off and greasing our pillows + should not leave dandruff + should not make hair look wet, or stiff and hard Bad gel can singlehandedly destroy a guy’s love poten- tial.PRODUCT AND BRAND STRATEGY GIRLAPPROVED GUY’S HAIR
  39. 39. PACKAGING Men have bad control with gel - dispenser should release quan- tity in premeasured doses so the guy doesn’t over do it. PRODUCT HAIR Invisible, no sheen. Doesn’t harden when dry. Hair must remain touch- able. Water soluable, doesn’t leave oil marks on fabrics. Doesn’t flake COMMUNICATION or create dandruff. Educate men the hazards of guido hair and teach him how to use gel to manage his hair with- out making it goopy HAIR GELPRODUCT AND BRAND STRATEGY GIRLAPPROVED GUY’S HAIR
  40. 40. STANDARDS (STYLING) = highlights, mohawks, and other extreme trends - just say no + more than 7 mins on your hair will make you seem vain + spend at least 5 mins on your hair + never let your hairdresser get creative + all haircuts should comply with the pre-certified girlapproved hair database Style is the entry point to the mating game. Get it wrong, and it’s game over.PRODUCT AND BRAND STRATEGY GIRLAPPROVED GUY’S HAIR
  41. 41. PACKAGING A good cut is a foundation for hot hair. Include images of hot, basic cuts for men to take to the hairdresser. PRODUCT HAIR Guys can’t handle too much se- lections and instructions; keep your line simple, limited and mistake free. COMMUNICATION Tell guys that taking care of their hair does not make them gay, but turn girls on. STYLINGPRODUCT AND BRAND STRATEGY GIRLAPPROVED GUY’S HAIR
  42. 42. WE APPLIED THIS GIRLAPPROVEDINVENTION OPTIMIZATION PRO-CESS ACROSS ALL OF THE 18HAIR PARAMETERS . . . GIRLAPPROVED GUY’S HAIR
  43. 43. A XE H A I R G U Y ’S H A IFRN A L I PRODUCTFINAL PRODUCT GIRLAPPROVED GUY’S HAIR
  44. 44. PRESS RELEASE
  45. 45. COMMUNICATIONS : COMMERCIAL GIRLAPPROVED GUY’S HAIR
  46. 46. IS OFFICIALLYGIRLAPPROVED

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