The document discusses key learnings from the international shampoo market. It finds that conditioners are the fastest growing category after shampoos, with the market growing at 9% annually. Major brands are differentiating through novelty, like Herbal Essences' redesign and Sunsilk's $200M launch supported by TV ads. Brands are also focusing messaging on how their products achieve beautiful hair through benefits like preserving natural beauty and improving hair condition. Six main consumer mindsets were identified, ranging from those seeking basic products to indulgence to specific treatments. Overall, the market shows a large value segment but an emerging premium one, with consumers continuously evolving in their expectations around product and media innovation to achieve beautiful hair.

1. Learnings from the international
shampoo market
Peshwa Acharya ………..Insights

2. Hair care market growth
at par with personal care
9%
Source : FCB Infocenter

3. Conditioners are fastest growing, followed by
shampoos
Source : FCB Infocenter

4. Observations on the international market

5. #1 The battle is won through novelty and news
• Procter & Gamble (U.S.A.) redesigned ‘Herbal Essences’ with
brighter colours and sleek curves
• Unilever is putting US$200 million behind the launch of
Sunsilk in U.S.A.
– Sunsilk launch is supported by a series of 2.5 minute shots running
during “Sex in the City” a popular women’s programme.
• Pantene added a premium ‘Restoratives’ line, which promises
to undo previous hair damage (U.S.A.)
• Dove added a higher priced advanced shampoo, conditioner
and styling line that offers variants for degrees of hair damage
and colouring (U.S.A.)
Source : FCB Infocenter

6. #2 The key lies in ‘How’ a shampoo gives you
beautiful hair
• Most shampoos still focus on the generic
benefit of beautiful hair
• But the battle is being fought on how to achieve
it
– Preservation of natural beauty
– Improving hair condition via penetration of hair
roots & shaft
– Improving hair condition by caring & conditioning
Source : FCB Infocenter

7. #3 Brands have to resonate with
the consumer mindset
6 consumer mindsets have been
identified internationally

8. a.
Look for simple, basic
products that get the job
done
Value/ Traditional (33%)
b.
Look for products with
added benefits such as
conditioning and treatments
Performance (22%)
Source : FCB Infocenter

9. c.
Look for indulgence while
choosing hair products
Experiential (14%)
d.
Fun Fashion (12%)
Look for “fun” in making
their “fashion” statement
with high usage of styling
aids
Source : FCB Infocenter

10. Buy product for treatment of
a specific scalp condition
such as dandruff
e.
Wellness / Other (10%)
More of the “professional”
purchaser, prefer products
endorsed by their stylists
f.
Salon Minded (9%)
Source : FCB Infocenter

11. In this context, what does the
woman really want?

12. New news essential
Hair needs different
products over time
for more
effectiveness
No absolute
loyalty
Value is as important as
image – I search for
substance and inner
directed benefits
Practical about hair care
(product) expectations
Real innovation the
order of the day
I trust my own
judgment and define
my own success
I don’t care about looking
perfect, just good enough to
look comfortable
Source : FCB Infocenter

13. International learnings : In Sum
• Value segment is large, but also an emerging premium
segment
• A continuously evolving and demanding consumer
– Who knows what she wants and how exactly to get it
• Relentless effort by brands to meet her expectations
– Product innovation, media innovation etc
– Focus on the ‘reason to believe’ for the beautiful hair
payoff