WHEN DATA WROTE THE SCRIPT
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.
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.
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.
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.
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.
Alleviate her fears by supporting her along the entire journey right up to the shelf.
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.
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.
Create an easy path of discovery to inspire & educate
Build confidence in moments of consideration
Provide support at point of purchase