Attitudes

Shampoo Buying:
A “Bad Hair” Day?
CB2 - Group 8

Quy An | Gia Huy | Thanh Ngan | Ngoc Thanh | Khanh Trang

 01 02
INTRODUCTION ISSUES
Introducing of the case context Illustrating the main issues raised in the case

03 04
QUESTIONS DISCUSSION LESSONS LEARNED
Answering the case questions and extra questions Summarising the lessons learned from the case
THE INDUSTRY: Hair care CONSUMERS
● 200 choices of shampoo with packages bring
Finds it hard to choose what to
benefits of repair, protection, hydration,
control, and nourishment buy
● Many types of products: gels, mousses, => Ad agencies must create
hairsprays, shine enhancers, and conditioners
effective messages to reinforce
THE MAIN COMPANY
current brand loyalty or persuade
Unilever and Cream Silk’s promotion consumers to try a new brand
TIME-CONSUMING Pressure to create Relies heavily on
CHOOSING HAIR effective messages to television, print, the
PRODUCTS persuade customers Internet, and outdoor
to try a new brand advertising (billboards)
Many shoppers spend
about 20 minutes in this and product. and using celebrity
aisle when they select a endorsements.
shampoo brand
Hair care products advertisement
 Cream Silk’s promotion
the “Human Hair Quartet centered on the attributes

● Unilever collabed with JWT.

● Strong hair: The brand was trying to
● JWT contacted Paul Goh, the leading
convince that that the hair conditioner
violin bowmaker in Singapore.
was able to make customers’ hair more
● Exchanged the horsehair violin bows
strong
with human hair which had been
● Fall defenses: The conditioner makes the
washed and conditioned Cream Silk.
hair become hard, withstand pressure and
prevent falling

Cream Silk -
The First
Human Hair
Violin
Quartet
 limitations
the model and the “Human
Hair Quartet ● The model does not predict the
outcomes of the behavior.
● Strong hair: The hair can withstand
● Might not target the right
the pressure while playing musical
audience, specially in this case
instruments
with the conditioner and the
● Fall defenses: The strings made from
violin: only show the attributes
hair don't break or fall out while
but cannot explain how the
playing
conditioner works on hair.
● People can misinterpret the
message
 ● Hair styled can play songs by American pop
rock band Huey Lewis and the News.
● The website allows users to input the name
of a Huey Lewis and the News song, like
their hits “The Power of Love” or “Hip to Be
Square”, and it’ll play a short clip of hair
playing a rendition of the song.
Old Spice - The Power of Hair
● Type of Message:
○ Rational: do experiment in public
to impress and give information
about products to the audience
● Elaboration Likelihood Model (ELM):
Central route
○ Focus on the arguments: “Using
conditioner strengthen your hair”
the marketer presents
○ Generate cognitive responses to
this content through “Human Hair
Quartet
● Type of Message:
○ Emotional - Humor : create
humorous advertisement “hair can
play piano” to attract attention
○ Sexual: products advertise especially
to men
● Elaboration Likelihood Model (ELM):
Peripheral route
○ Focus on using cues: Package,
Context of the messages
-> looks more carefully at the product’s
performance or other objective attributes
 Some communication materials of Vietnamese local Thai Duong Shampoo

TVCs:

TVC Dầu gội Thái Dương có mặt trên toàn Thế Giới Quảng cáo dầu gội Thái Dương 3 & Thái Dương 7
Print ads:
Others

Using KOLs in
advertising:
actresses, celebrities
 The company aims at changing:
cognitive component
Attitudinal components ● Focus on changing people’s thoughts about
natural products: due to the natural
● Affective component (feelings): people
ingredients, they can harmless, while can
tend to like, and favor products with
perform like other chemical products
natural ingredients.
● Thai Duong emphasizes this difference a lot
● Cognitive component (belief and
in their TVCs, and image ads: made from
knowledge): Thai Duong is a Vietnamese
natural ingredients, 100% natural, harmless…
brand that uses Vietnamese natural
-> Consequently change the affective and
ingredients to create shampoo so it is
behavioral component: people will have a
harmless to health and hair
positive attitude towards these products and will
● Behavioral component (how people act
purchase them.
and behave): Because people acknowledge
that Thai Duong shampoo is harmless and
naturally produced -> tend to choose to
purchase this product.
 PROS CONS

● Too much information with high

repetition might bring boredom and
● Help to change the attitudes of consumers customers will see that as an obvious
toward the products fact
● Increase brand recognition: a natural and -> No impact on persuading customers
healthy brand to buy
● Brand will have its uniqueness, increase ● Nowadays, lots of brands start to change
competitive advantage their marketing strategies with this
● Increase the chance of purchasing approach
-> Competitive and normal and
information-saturated
 1, Keep the same approach
Renew the ways of advertisement:
- Using positive words of mouths to let people know about
the natural products
- Using KOCs, KOLs to give impact by sharing their
opinions
- Using comparing with other products
Ii. Change to another approach

● Using Elaboration Likelihood Model (ELM): Peripheral route: Focus

on using cues: Package, Smell, Context of messages (advertisement)
● Focus on affective components: trial products, increasing customer’s
favour and increasing loyal customers
Using different attitude Combining many
models types of messages
● Multiattribute Attitude Models ● Attract attention
● Increasing chance of persuading
● The Traditional Communication Model
customers
● The Updated Communication Model
● Elaboration Likelihood Model Choosing and focusing
_> Persuade customers the most important
Attitudinal components
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https://www.youtube.com/watch?v=SxBqegXrnCg
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quang-cao-kem-danh-rang-thai-duong-3425289
7. Kennedy W+. Old spice - "that's the power of hair " [Internet]. AdForum. [cited 2022Jun7]. Available from:
https://www.adforum.com/creative-work/ad/player/34500192/thats-the-power-of-hair/old-spice
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[Internet]. YouTube. YouTube; 2015 [cited 2022Jun7]. Available from:
https://www.youtube.com/watch?v=xUdea9Hb08Y
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