After taking up Hindustan Unilever Ltd (HUL) owned cleaning soap manufacturers corresponding to Dove and Lux for his or her pH claims in commercials in December 2020, German private care model Sebamed owned USV Restricted India has launched a brand new “Sirf Science ki Suno” (pay attention solely to science) marketing campaign targeted round its anti-hair loss shampoo.
Created alongside comparable traces as its cleaning soap model marketing campaign by promoting company The Womb, the brand new haircare spot is much less confrontational and doesn’t take the names of some other hair care manufacturers. It, nonetheless, challenges how hair care adverts are created and asks the viewer to not belief shampoo suggestions from buddies, household and celebrities. It additionally mentions that the anti-hairfall shampoo has a pH of 5.5 and is designed to assist folks sort out hairfall issues on the root itself.
The product claims to enhance the general well being of the scalp and make the roots stronger to stop hairfall. Whereas most shampoo adverts have glamourous pictures of shiny clean hair, the visuals on this advert focus closely on close-ups of a scalp and roots of hair.
Konark Gaur, head of selling–Sebamed India mentioned “Sebamed is dedicated to truthful promoting and delivering on the guarantees it makes to its prospects. We listened to the shoppers’ frustration within the anti-hair fall shampoo class and found a niche between promise and supply. Via this marketing campaign, Sebamed guarantees to fill this want hole by means of its science-based anti-hair loss shampoo which not solely reduces hair breakage but additionally strengthens the roots.”
Along with anti-hair loss shampoo, Sebamed can be providing options for dandruff and on a regular basis upkeep wants by means of its shampoo vary.
Navin Talreja, co-founder, The Womb, mentioned, “Hairloss is an enormous client ache level, but client data round breakage vs hair loss is restricted. Via this marketing campaign, our intent was to teach the patron of the distinction between the 2 and remedy the true drawback of hair-loss with its distinctive components.”
Based on Abneesh Roy, analyst, Edelweiss Securities, such an costly shampoo (Sebamed) priced at ₹600, it’s a particularly area of interest product. “Additionally, FMCG adverts in contrast to say a automobile advert needs to be extra about telling a narrative somewhat than highlighting technicals. We do not see Sebamed impacting any of the established shampoo gamers like HUL or Dabur,” he added.