![[object Object],[object Object],[object Object],[object Object],Categories: A3 (India), B9 (Existing Products), C18 (Consumer Prod.) plus B12 (Corp Image), C22 (Technology ) Program: Launching ‘Decoding the Hair’ in India Driving L’Oreal’s Industry Leadership Organization: L’Oréal Agency: Hanmer MS&L Program Story The Strategic Approach With a billion plus population with varying tastes; India posed a challenge as every region was unique in terms of culture and outlook. Therefore it was necessary to highlight L’Oréal’s commitment to research and education in the field of hair-care; and how it truly understood the importance of hair in Indian culture. Research While the composition of hair is identical for all hair throughout the world; scientists at the L'Oréal hair laboratories have noted that hair's physical and physiological properties vary according to its ethnic origins. Indians have thick hair with high density, of the order of 202 hairs per cm². Their diameter is on average 78 microns, half-way between the thickest and finest hair in the world. As in other Asian countries, Indian hair grows relatively quickly, about 1.23 cm / month. So typically, the long, thick shiny hair of Indians is the stuff of dreams…more or less, a gift from nature, often maintained using beauty tips handed down over generations. The main concern today being dandruff, hair loss and grey hair. Supporting this fact, both in town and country, the hair care routine begins with the application of an oil, usually followed by a scalp massage, a shampoo and for the up-market, a conditioning rinse. And though the women folk indulge more in hair care; men too have become equally conscious of their crowning glory. Overall, statistics reveal that 68% of Indian women have long hair, usually worn tied back or plaited. However, half of them complain of the fragility of their hair - too brittle (47%) or split (49%). Therefore, in India; one in two people declare that their hair is too soft and believe their hair is too dry (45%). For this reason, a large majority of the population (57%), both men and women, use coconut or sweet almond oil as a nourishing hair care product. In short, there is no secret: beautiful hair requires meticulous care. Strategy: Having done a detailed study on Indian Diaspora; a proactive and creative approach was planned which would evolve continuously with new ideas and suggestions portraying L’Oréal as a brand dedicated to consumer needs. Therefore, L'Oréal brought the science exhibition with a view to showcase its expertise in the area of science and beauty...to reinforce their leadership position as the global cosmetics brand that lays great emphasis on research and science (and also in educating its consumers about hair) as well as the fact that though it’s an international brand yet it completely understands the needs of the Indian consumers with the entire exhibition having local relevance (text in Hindi and Marathi), thus establishing that L'Oréal is deeply connected to the roots of the consumer. Furthermore, to sustain the enthusiasm generated; a digital PR campaign using Social Networking (Orkut/Facebook) was launched which would help disseminate information as quickly as possible. Target Audience and Program Insights It is rightly said ‘catch them young’. And with nearly 75% of India’s population below 25 years; hair care is a prime concern for everyone. From schools and colleges, right up to the corporate sector; everyone’s keeping an appointment with their stylist. No wonder we see hundreds of beauty parlours and saloons doing brisk business anytime of the year. And though your local stylist might help you in getting close to your favourite actors’ hairdo; nothing beats the professionalism that is associated with a global brand. The NSC is a landmark in Mumbai city and the prime choice for hosting science and technology exhibitions as it has the best infrastructure, and on an average, visited by lakhs of students every year. Objectives are listed on next page](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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MS&L Asia SABRE Award - Loreal India
- 1. Received SABRE 2009 Certificate of Excellence in the existing consumer products category for launching “Decoding the Hair” Exhibition in India for L’Oreal