PiNG! Connecting with Your Consumer - Flipbook - Page 146
PiNG!
PiNG!
CHAPTER 5
CHAPTER 5
Hair Care and Self Expression
Understand how challenging your brand’s purpose
can be. Hair care is one beauty care regimen with immediately
A Different Style
Every Day
obvious results. A consumer’s hair can also manifest great variability, looking great one day and terrible the next. Therefore, hair is
one of the key aspects of beauty over which people feel they have
the most control. Hair care is also the category that consumers use
to define and reflect themselves to other people. And this definition
can change every day, depending on the consumer’s mood. She may
want curly hair one day and a sleek, straight look the next. Because
of these changing moods, hair care is one of the most crowded categories. Consumers want to find the products that will give them
the hair they desire, yet also demand ease of shopping and clarity
of benefit. At the end of the day, they want to look good and they
want the product that will help them best achieve that. The hair
care category helps consumer aspire to what they want to be.
How do you connect
with your consumer
when your category has
over 1,000 SKUs in every
retail store?
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