In an attempt to corner the men’s hair care market with its Garnier Fructis label, L’Oréal Canada has launched a line of anti-dandruff shampoos aimed at male consumers 18-34.
The new line includes four formulas–Intense Cleanse, Dry Scalp, Clean & Fresh, as well as Clean & Fresh 2-in-1–all of which are sold in a masculine steel grey bottle, instead of the original bright green bottle that was introduced with the women’s line in Canada nine years ago.
“We know there is an important anti-dandruff shampoo market and that this type of shampoo is a widely used amongst the targeted demographic,” said Samuel Bussières, group product manager, Garnier Haircare, pointing to research conducted by L’Oréal.
Anti-dandruff is more of a men’s issue, he said, with 34% of men using anti-dandruff shampoo versus 28% of women, and anti-dandruff is the second most common shampoo for men (behind normal hair shampoo) compared to the fifth most common for women.
L’Oréal Canada is supporting the launch with an integrated marketing campaign that includes TV, online, out-of-home, sampling programs and sports event broadcasting sponsorships that mimic typical beer advertising.
For instance, the campaign tag line is “Brewed for men only” and out-of-home advertising includes a picture of two hands holding the shampoo bottles in mid-clink and copy that reads: “Cheers to flake free hair.” The product will also be displayed in-store as a six-pack.
An online game invites users to try and slide a bottle across the screen (as if it’s a bartop) and into a waiting hand.
Garnier Fructis is also sponsoring TSN’s That’s Hockey (for 13 weeks starting Sept. 13) and CBC’s Hockey Night in Canada (for seven weeks starting Oct. 4).
In addition, the shampoo will be placed in dispensers within health and fitness clubs in Vancouver, Toronto and Montreal starting in November.
According to Bussières, 70% of men choose their shampoo brand and buy the product themselves, which is why the packaging and communications have been tailored to the male audience.
Publicis Montreal developed the creative, Sid Lee is handling the online portion of the campaign, ZenithOptimedia handled the media buy, Zoom Media is managing the restaurant/gym effort and Newad will conduct sampling programs in November.
