Stretching the brand extension into sub-categories. Hair Styling category

Size: px

Start display at page:

Download "Stretching the brand extension into sub-categories. Hair Styling category"

Austen Daniel
7 years ago
Views:

1 Stretching the brand extension into sub-categories Hair Styling category

2 Background and objectives Brylcreem is a brand with significant heritage and has been available in the Australian market for over 50 years. In the 1990 s, the brand underwent a make over (new product, new packaging, new communication) to update its appeal to Australian men and benefit from the growth in interest in styling and fashion. It now holds a strong position in the Australian hair styling market as a number 2 brand for men The brand has wax and gel products. While there is a strong understanding of consumer behaviour and perceptions of Brylcreem and competitive brands, there is the requirement to investigate outside of their current product offerings to determine if the brand can expand within the hair styling category, without alienating current users or significant re-positioning away from its core values. Specifically, they are looking for opportunities for increasing share of the Brylcreem brand and the research should aim to answer the following questions: How do the hair styling categories differ? Can the brand be stretched into other hair styling categories? Where are the opportunities for growth for Brylcreem?

3 Sample The sample was designed as: Men and women aged years who have bought and used hair styling products in the past three months. Quotas set on: Gender: 30% males; 70% females Age: yrs 25%; yrs 25%; yrs 50%. 719 interviews were conducted: Online data collection Data weighted to be representative of the market (based on Omnibus results). Questionnaire covered categories and brands, using Optima approach. Hair Styling Study 2

What it isn t currently: Gives my hair body and volume Makes my hair look healthy Does not leave my hair feeling sticky Gives a natural look Is gentle on my hair Has wide range of hair products

4 Brylcreem core values Available in wax and gel products Strengths: Makes quick styling possible Holds my style longer Is well known brand Looks like it has been styled Gives my hair energy/ full of life Makes it easy to change my style Is a fashionable brand Provides flexible hold More for younger people A brand for men Has really great packaging Like the advertising. What it isn t currently: Gives my hair body and volume Makes my hair look healthy Does not leave my hair feeling sticky Gives a natural look Is gentle on my hair Has wide range of hair products Cares for/ nourishes my hair A brand for women Easy to brush out Suitable for everyone. Hypotheses: In which sub-categories can Brylcreem more easily exist? Can Brylcreem ever be a brand for women? Hair Styling Study 3

5 Analysis of categories Based on reasons for choosing categories Styled Brylcreem is available as wax and gel Texture Healthy/ shiny Makes my hair look healthy For straightening my hair Cares for my hair/ nourishes my hair Helps control frizz/ static Gentle Gives my hair energy/ full of life Enhances the colour of my hair It protects my colour Adds texture and definition Strengthens my hair For when nothing else works Is gentle on my hair Does not leave my hair feeling sticky Gives curly hair more bounce and definition Does what it claims to do Straightening Cream/Serum Improves the manageability and control of my hair Makes it easy to change my style ControllingFrizz Cream/Serum Makes the most of my curls Wax/Putty/ Doesn't overload my hair Looks like it has been styled No build up Gel GelSpray HairSpray Mousse Provides natural hold Makes my hair feel thicker Does not build up in my hair. Quick Makes quick styling possible Provides flexible hold Helps me achieve the style I want Holds and controls my hair Holds my style longer Easy to brush out Natural Control Gives my hair body and volume Hair Styling Study 4

Mousse 8 40 24 26 43 Mousse 15 Straightening Cream 3 21 21 17 12 Straightening Cream 12 Controlling Frizz Cream 2 19 15 16 13 Controlling Frizz Cream 11 Strong

6 Investigated behaviour of categories Profile of using different categories, and Brylcreem Men Women years years years % % % % % Wax/ Putty Current Brylcreem users % Wax/ Putty 37 Gel Gel 77 Gel Spray Gel Spray 12 Hair Spray Hair Spray 21 Mousse Mousse 15 Straightening Cream Straightening Cream 12 Controlling Frizz Cream Controlling Frizz Cream 11 Strong bias of men using Gel and Wax categories; women and older using Hair Spray and Mousse. Brylcreem users also using Hair Spray and Mousse products. Hair Styling Study 5

7 Investigated behaviour of categories Overlap of using different categories Wax/ Putty Gel Gel Spray Hair Spray Mousse Straightening Cream Controlling Frizz Cream Wax/ Putty Gel Gel Spray Hair Spray Mousse Straightening Cream Controlling Frizz Cream but no significant overlap of using Hair Spray or Mousse if also using Gel or Wax Hair Styling Study 6

8 Investigated perceptions of categories Significant strengths of using different categories Gel Looks like it has been styled Makes it easy to change my style Hair Spray Holds my style longer Holds & controls my hair Straightening Cream Makes my hear look healthy Is gentle on my hair Wax/ putty Makes it easy to change my style Adds texture & definition Mousse Gives hair body & volume Provides natural hold Makes my hair feel thicker Controlling Frizz Cream Does what it claims to do Not leave hair feeling sticky Gel Spray Makes quick styling possible Gives my hair energy/ full of life Reported top 3 attributes which are significant compared to other categories as reasons for using categories Hair Styling Study 7

9 Investigated perceptions of categories which are also Brylcreem core strengths Gel Looks like it has been styled Makes it easy to change my style Hair Spray Holds my style longer Holds & controls my hair Straightening Cream Makes my hear look healthy Is gentle on my hair Wax/ putty Makes it easy to change my style Adds texture & definition Mousse Gives hair body & volume Provides natural hold Makes my hair feel thicker Controlling Frizz Cream Does what it claims to do Not leave hair feeling sticky Gel Spray Makes quick styling possible Gives my hair energy/ full of life Gel Spray and Hair Spray have strengths that are consistent with Brylcreem core values Hair Styling Study 8

10 Brylcreem for women? Use Brylcreem nowadays Men Women % % 28 3 Some attributes important to women are consistent with Brylcreem product benefits What are attributes women choose for using products? Holds my style longer Improves manageability/ control of hair Holds and controls my hair Helps achieve the style I want Good for difficult hair Gives hair body & volume Helps control frizz/ static Makes quick styling possible What are attributes women choose for using brands? Improves manageability/ control of hair Makes my hair look healthy Holds my style longer Makes quick styling possible Like the smell Helps me achieve the style I want Not leave my hair feeling sticky Gives hair body & volume Gives a natural look Reported top 10 attributes mentioned as reasons for using categories/ brands Hair Styling Study 9

11 Recommendation Brand stretch possibilities in: Gel spray quick styling, provides strong hold, gives hair energy Hair spray longer hold, provides strong hold. Could Brylcreem be appealing to women? Given that Brylcreem is significantly negative as a brand for women and a strength for a brand for men, we would suggest that specific promotion as a brand for women would not be successful, without alienating current users and requiring considerable investment A Hair Spray offering may hold appeal for women but the critical factors in any shift for females would be packaging and communication as well as in-store placement. Currently, men s and women s styling products are shelfed separately and therefore a category management task is required to encourage female acceptance. Hair Styling Study 10

This unit should enable learners to prepare for and provide basic styling techniques for men under supervision.

Unit 14: Styling Men s Hair Unit code: A/502/3795 QCF Level: BTEC Level 1 Credit value: 3 Guided learning hours: 30 Unit aim This unit should enable learners to prepare for and provide basic styling techniques