WHEN DATA WROTE THE SCRIPT
CHALLENGE
When Clairol joined the COTY stable, HYLAND was tasked with stabilising the Nice ’N Easy range which was declining at a faster rate than the category.
OBSERVATIONS
20 million searches a year are conducted on hair colour, with all searches grouped into 5 themes: Hair Colour, Trends/Styles, Concealment, How-To, Roots/Touch-Ups.
43% of consumers use a video site to help with their research and inspiration when it comes to changing their hair colour.
40% of shoppers at shelf leave without buying.
TARGET AUDIENCE
IMAGE CONSCIOUS
At the first sign of grey hair she turns to at home hair colour as her solution – but she lacks confidence in her ability to do it on her own.
SAVVY SHOPPER
She has less disposable income and time to herself, due to her family life. She wants to continue to look good but needs to find a more cost and time effective way of colouring her hair.
INSIGHT
The daunting in-store experience of the “wall of faces” elevates her fear of the unknown, creating purchase anxiety among both image conscious and savvy shoppers.
STRATEGY
Alleviate her fears by supporting her along the entire journey right up to the shelf.
APPROACH
By creating an easy path of discovery in her moments of need, we were able to reduce anxiety and create more confident purchase choices. We developed educational how-to content specific to her key search themes, leveraging informational formats & channels tailored to her moment of need at each stage in her journey.
EXECUTION
Providing them with confidence & reducing anxiety by creating an easy path of discovery in her moment of need through different channels was the key.
Knowing this, these became the 4 stages to the campaign that guided this audience.
STAGE 1
Create an easy path of discovery to inspire & educate
Stage 2
Build confidence in moments of consideration
Stage 3
Provide support at point of purchase
Clairol “My Shade” App to help consumers choose the right colour at point of purchase.
