Shampossible!
- 1. Shampossible! Jeff Fishbain Lauren Wolf Kyndal Medsker Caitlin Morris
- 2. About our Product Shampossible is a 2-in-1 shampoo and hair color. Our product uses the latest technology to produce long lasting color while simultaneously giving you a great clean! It is quick and easy to use and gives our customers salon quality care in the comfort of their own home showers. Varieties – Shampossible comes in a variety of colors for all hair styles and textures.
- 3. More Basics Market – the typical user of our product will be a woman who doesn’t have the time to routinely stop by the salon, but still wants professional quality hair care. She is career driven and aspires to get ahead. She works in a corporate environment where a polished look is necessary, and with her busy schedule, home hair care is the perfect solution. Strategy – Shampossible : a quick and easy alternative to salon quality hair care in the comfort of your own shower.
- 4. Hair Care in the Past - “Indeed, much of the greatest advertising breaks every rule imaginable; its very genius resides in the unexpected path it takes to make an impact on the consumer. I’m thinking, for instance…Clairol’s ‘Does she…or doesn’t she?’” - Garfield, pg 15
- 5. Some More History… - Shirley Polykoff’s Clairol ads targeted a family oriented woman attempting to break the stereotypes about the “type” of woman who typically colored her hair. - It is no longer taboo in American pop culture for a female to color her hair.
- 6. Does She…or Doesn’t She? “ Although Polykoff denied any intentional double entendre, the world leapt to other conclusions” - Garfield, pg 67 - Sexuality is so prevalent in today’s popular culture, it is not surprising that advertisers use it so frequently in executing their strategies …
- 7. Finally, Shampossible! - Our advertisement uses subtle sexual undertones in our imagery. The dominant reading of the ad is that the Shampossible user has time to impress the boss because she does not waste her time at the hair salon. However, “impressing the boss” can be interpreted with a sexual connotation. - Where Clairol traditionally targeted a family oriented home maker, our advertisements will focus on the professional, goal oriented woman to emphasize the importance of her time.
- 9. To Conclude… In marketing Shampossible we have taken concepts from the past and ideas from the present to create an advertisement that is relevant to today’s culture. We combine effective aspects of “reason why” and “image” advertising to clearly communicate our message. Any questions?