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.
RESULTS
Launch week was the 4th highest units sales week
+48% uplift in # units sold vs. previous week, during a seasonally low sales period
285,000 Video views during the campaign
+84% increase in engagement
1,200 Apps installed during the campaign
without
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