Enhance engagement for the Hair Colour category by shifting perceptions backed by consumer research for L’Oréal
CLIENT
L'Oréal India
ROLE
Director, Brand & Design
TYPE
Retail Experience, Category Management Strategy
AGENCY
Elephant Design
CHALLENGE
Sachetisation was driving a reduction in value and aspiration for the Indian hair colour category. L’Oreal the market leader with 80% share wanted to shift the perception from a functional product to a personality enhancer. Additionally, there was a negative association between hair color and hair health, prompting many to choose natural alternatives like henna. L’Oreal sought insights-driven retail interventions to standardize across large retail chains and expand their user base in a competitive hair color market.
STRATEGY
The user-research uncovered that there is an emerging culture of use of ‘new colours’ outside the base black and browns. Consumers felt a new colour that “suits them” would improve their standing socially and make them feel good about themselves. While consideration starts long before the store visit, the retail touchpoint was the moment of truth to, a colour check in person. The design had to alleviate the apprehension of how “will it look on me”, from an emotional PV and functionality of complexion and skin tones. Although celebrity advertising drove aspiration, there was an apprehension and distrust to the outcome demonstrated.
DESIGN
A fine mixture of technology integration, planogramming and communication was used to enhance the style quotient of the instore experience and make the user more comfortable exploring colour. Dubbed "COLOR WITH CONFIDENCE," the counter brought to focus the science and goodness hair colour, and new exciting colors across brands. An interactive Virtual Try On screen enabled quick trials and was supplemented by peer influencer testimonials and usage videos. Messaging on the shelves guided users through the portfolio, categories across user need, colour, brand. Bay breakers on either side highlighted new shares being promote and the QR codes encouraged further online engagement post visit.