Clairol introduced a yogurt shampoo in 1979 to clean oily hair naturally, but targeted customers were put off by the idea of washing their hair with yogurt. The shampoo failed quickly as people mistakenly ate it and competing products with natural ingredients like honey were more appealing. To succeed, the company should have better marketed the benefits of yogurt for hair and repositioned the product concept.

1. Clairol’s touch of
yogurt shampoo
Abuzar Rasheed (7198)
Amna ()

2. INTRODUCTION
• The product was introduced in 1979 by “Clairol”.
• Intentions were to make a shampoo for Oily hairs, but still
keep it healthy.
• Target market was any one who use shampoo and who was
interested in “Back to nature” movement that occurred in
1970’s .

3. REASONS TO FAILURE
• The product came and went in the same year.
• The big failure of the product is “yogurt”.
• Nobody likes the idea to wash their hairs with yogurt.
• Found some cases of people mistakenly eating it, as how
the word “yogurt” is the largest thing on the package.
• Other competing products also had natural things in them
like honey and herbs but those products didn’t failed.
• Company didn’t aware customers about benefits to put
yogurt in their hairs.

4. REASONS TO FAILURE
• No advertising made for this product due to which product
was misleading and was not successful.
• After fail of this product they introduced “Look of butter
milk” and launched it with same strategy as above.

5. RECOMMENDATIONS
• Spend enough time and cost on it’s marketing.
• Repositioning the product with creative ideas of using dairy
products in shampoo, as the other companies are doing it
successfully.

6. THANK YOU