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Introduc)on

to Adver)sing
Final Project

Group 7: Hsing-Yu Chen, Wenjing Lu, Winnie Chen, Ya Chun Chang

Introduc<on
Since Garnier was established in 1904 by Alfred Garnier with his first hair tonic, the
brand has continued to use scientifically proven, natural ingredients in its products
to let inner beauty shine through. Later on acquired by LOreal in 1965, Garnier
Fructis as a haircare line launched in 2003 in the United States.
According to the website, Garniers products are developed and extensively tested
by a team of over 3,000 researchers and scientists in centers from around the
world. These scientific efforts are recognized quite often in scientific journals.
The mission of the brand is to develop and democratize beauty for all, making
beauty products easily accessible. Committed to Taking Care, the Garnier Fructis
product line is known for its vibrantly colored eco-friendly packaging and
emphasizes active natural ingredients in their products to improve [their] business
of beauty in more sustainable ways.
[1], [2], [3]

Introduc<on
Marketing Problem
The marketing problem Garnier Fructis currently faces is that they struggle with
differentiating themselves as a brand, and therefore with brand loyalty as well. Even
though Garnier Fructis has a definite brand awareness, people do not feel inclined
to purchase their products due to lack of brand differentiation and specific
discerning qualities that stand out amongst those of competitors.
Marketing Objective
The object of our Try It to Know It campaign aims to increase brand differentiation
for Garnier Fructis by appealing to the current target audience - young female adults
in the 18-34 year-old demographic - through offering them the opportunity to try a
variety of shampoo products at a lower financial risk. This campaign not only gives
customers a chance to know our brand better but also educates them about their
hair type. The Garnier Fructis brand strives to produce beauty products that are
easily accessible while being of high quality at the same time, which makes it a
good option for the target demographic.
[4]

Category Overview
Product Category [5], [6]
Shampoo as a product is used nearly universally among
consumers because it is considered an essential part of personal
hygiene and a grooming staple. As a result, shampoo is the most
popular product in the haircare category and has nearly universal
household penetration. Due to the products functional nature,
there is stable growth in the product category albeit consumers
being budget minded when shopping for shampoo.
Industry Sales Overview [7]
Overall, shampoo sales fluctuate very little (with the exception of
during the 2008 recession). It has experienced sale gains of 2-3%
annually since 2011, increasing in total by 12% from 2008 - 2013.
This growth trend is expected to last through 2018 simply because
of the fact that shampoo is a staple in almost every household.
However, because the competition is very high in such a mature
product segment, it poses as a great challenge for hair care brands
that want to improve their growth rates dramatically. Sales and
segment share for Garnier Fructis has declined.
Primary competitors include Herbal Essences, Suave, Pantene,
and Dove. Both Herbal Essences and Pantene are under parent
company Procter & Gamble, which has the biggest market share
with a total of 36.4%. Suave and Dove are under parent company
Unilever which has the second biggest market share of 27.7%.
Secondary competitors include dry shampoo as a product,
Tresemme, and Head & Shoulders. Tresemme and Head &
Shoulders are in Unilever and Procter & Gamble respectively.

LOreal - 11.8%
Garnier Fructis - 8%

Brand Trends & Implica<ons


Functions: [8]
Moisturizing and strengthening are the most sought-after benefits for shampoo and conditioners.
Women are more likely to seek the majority of benefits, with the exception of soothing scalp claims, which skew
toward men
Younger women seek for healthy hair
Implication: This trend means that shampoos that moisturizes, strengthens and nourishes should not be dropped from
the product line, and could be the focus of the campaign
Natural ingredients: [9]
Younger shoppers are more likely to equate green living with their purchasing behaviors
Income doesnt impact the use of natural and organic haircare products, except for the 18-34 age group
Implication: This trend means that Garnier can target the natural ingredients in their shampoo towards millennials
On-the-go: [10]
More people are traveling by public rather than private transport, and that means there is a greater market for in-transit
advertising and on-the-go goods and services.
Some 40% of hair care consumers report interest in single-use products meant for on-the-go use.
Implication: This trend provides opportunity for Garnier to manufacture of on-the-go shampoo that are smaller in size
than average shampoo
Innovative marketing approach: [11]
The high degree of parity and competition in the category has led companies to adopt more innovative approaches to
marketing in order to capture the attention of a somewhat disloyal hair care consumer. Viral videos, pop-up shops,
unique partnerships and charitable causes are some of the methods haircare companies are employing to stay ahead
in this highly competitive category.
Implication: This trend means that a Garnier campaign should be innovative in order to capture attention of potential
and current consumers

Brand Assessment:
Marke<ng Mix
Product: [12]

Personal Care: Hair Care brand

Category (different product line):

Shampoo for Damaged Hair (Damage Eraser)

Volumizing Shampoo (Volume Extend)

Shampoo for Healthy Hair (Daily Care)

2 in 1 Shampoo & Conditioner (Daily Care)

Shampoo for Clean Hair (Pure Clean)

Hydrating Shampoo (Hydra Recharge)

Shampoo for Dry Hair (Triple Nutrition)

Creamy Shampoo for Dry Hair (Triple


Nutrition)

Strengthening Shampoo (Fall Fight)

Shampoo for color-treated hair (Color Shield)

Shampoo for Frizzy Hair (Sleek & Shine)

Branding: Long and strong hair. Get healthier,


stronger, shinier hair. Our shampoos are the secret
to healthy, vibrant hair

Price: [14]

13 oz. $4.49
25.4 oz. $6.99

Place (Distribution): [13]


Overall, Garnier Fructis is distributed
through most convenience stores, grocery
stores, supermarkets and online retailers.
Shaws
CVS pharmacy
Stop & shop
Walgreens
Star Market
Rite Aid pharmacy
Family Dollar
Target
Demoulas Market Basket
K Mart

Promotion (Communication):

Current slogan: Get healthier,


stronger, shinier hair [12]
Social media campaign:
#OneLessGirlProblem [15]
Coupons (online, print)

Brand Assessment:
SWOT Analysis
Strengths: [12]

Has a variety of shampoo product lines


Products are very accessible because
they are widely distributed
Has a high brand awareness because it
is part of an internationally well-known
brand name
The brands longevity contributes to a
positive brand reputation

Weaknesses: [6]

Threats: [9] [17]

Opportunities: [16]

Haircare users express interest in


skincare inspired trends such as sun
protection, anti-aging ingredients,
deodorizing benefits and multi-tasking
products
Younger users are more inclined to use
natural and organic haircare
Some 40% of haircare consumers report
interest in on-the-go products

Have seen declines in segment


share and sales
Has the lowest market share
amongst its primary competitors

Natural and free from claims


are broadly appealing but arent
necessarily translating to added
value for consumers
Shampoo alternatives like dry
shampoo are a small, but
emerging segment
The improving economy could
encourage shoppers to tradeup to higher-priced hair care
brands

Primary Compe<tors
The primary competitors for Garnier Fructis price range are Clairol Herbal Essences,
Unilevers Suave, and P&Gs Pantene Pro-V.

The three pie charts are comparisons of Garnier Fructis market share with its primary competitors. [18]

HERBAL ESSENCES
About Product: [19,20]
new Naked product line no parabens, no silicon,
no dyes
15 products total
Price [23]:
10.1 oz - $4.29
23.7 oz - $7.99

Strengths [19]
- Has different products
for different hair
thickness
- Known for their
variety of fragrances

Sales: [18]
2013: $169.5 million
2012: $173.2 million

Positioning Statement:
Herbal Essences offers fragrant shampoos that will give you strong,
silky, irresistible hair.
Advertising Strategy [21]:
#SayYes - use racy, suggestive commercials to catch the
audiences attention
#GetNaked - bare your softest hair

Weaknesses [19-22]
- Really colorful
packaging, might not
appeal to men and
older women
- Too many different
product line names and
not very
straightforward
- More than one
product for similar
functions

SUAVE
About Product: [25-27]
Naturals - focused on fragrances
Professionals - focused on hair treatment
Scalp Solutions - focuses on scalp treatment
31 different lines of shampoo
Price: [28]
Naturals: 22.5 oz - $1.99
Pro.: 12.6 oz - $3.99
Scalp: 14.5 oz- $3.47

Strengths [25-27]
- 3 distinct lines for 3
different functions
- Professionals line
has straightforward
targeted hair treatment
product line names

Sales: [18]
2013: $308.2 million
2012: $312.5 million
Positioning Statement:
Suave offers quality shampoos that satisfies all needs and functions.
Advertising Strategy: [29]
Suave Pro - works as well as salon brands
uses testimonials from professional stylists
works with realities shows that their target audience watch and
produces before and after videos

Weaknesses [25,27]
- Naturals line is a
cheaper option but
offers very little
treatment functions
- Scalp Solutions
product line is only
available for sale
online and only at 2
retailers

PANTENE
About Product: [30]
24 lines of shampoos products
6 different collections for different hair types,
functions, and treatment
Price: [31]
12.6 oz - $4.99
25.4 oz - $6.99

Strengths [30]

Weaknesses [30]

- Has different
products for different
hair thickness

- Has too many lines


of products for just
one treatment
Strengthening:
- split ends
- for long hair
- anti-break

- Sleek, clean
packaging
- Straightforward
product line names

Sales: [18]
2013: $307.2 million
2012: $335.9 million
Positioning Statement:
Pantene Pro-V is the worlds #1 haircare brand that
gives you professional, salon-quality hair.
Advertising Strategy: [32]
Celebrity endorsements - Queen Latifah, Zooey Deschanel, etc.
#ShineStrong, #SorryNotSorry, #WhipIt - campaigns to promote
womens equality activism

Current Target Audience


Current Audience Lifestyle & Attitudes [33]:
Heavy magazine consumption & Internet use
Moderate newspaper & TV consumption
Cares about sustainability & environmental
friendliness of products

Gender

Female

Age

18 - 34

Ethnicity

Other

Geographic
Region

West

Education

Attended college

Occupation

Professional and related


occupations

Economic status

$60,000-$74,999

What they Read & Watch:

Current Target Audience


Why do we want to continue targeting Garnier Fructis current
audience? [34]
Data shows that the young females of the 18-34 age group is the biggest
population out of Garnier Fructis users
Garnier Fructis price range appeals more to the demographics in this age
group; only 18% of our current audience buys the lowest priced haircare brand
Garnier Fructis current audience is the least likely to always buy the same
brand of shampoo compared to other demographics; they are more likely to try
different brands of shampoo; therefore even though Garnier Fructis has the
least market share amongst its primary competitors now, consumers using its
primary competitors products are still its potential consumers
Garnier Fructis fresh and fun brand personality appeals to their current
audience, and also distinguishes from Suave Pro and Pantene Pros brand
image

Primary Research:
Quan<ta<ve Research
We conducted an online survey, which was distributed randomly on social media to get information about peoples opinions on
the shampoo industry and the Garnier Fructis product line. The survey consisted of 19 questions; 5 about demographics, 7
about the shampoo market, 5 about Garnier Fructis products and 2 about social media.
Our survey opened on November 19 and closed on November 30. We got a total of 118 responses.
Q:What brand of shampoo are you using now?
About 46% people responded that they are using niche brands
Only about 4% people are using Garnier Fructis
Analysis:
Results imply that Garniers market share is low
The primary and secondary competitors (Herbal Essences, Pantene,
Dove) have larger market shares
There is a growing trend for people to use niche brands shampoos
Q:Rank the factors that influence your decision to buy
a shampoo (1-most important, 6-least important)
About 50% people rank function as the most important
function and 50% people rank package design as the
least important function
Analysis:
The primary motivation to buy a specific brand shampoo is
function. The other important function besides Function
would be price and brand

Quan<ta<ve Research (Cont.)


Q:What is your hair type?
About 51% people think they have normal hair
Analysis:
The result implies that most people have low
awareness about their hair type, so they just choose
the products for normal hair.
We should make more people knowledgeable about
their hair type and create demand for shampoos with
specific functions.

Q: What is one thing that your current


shampoo doesnt have that you would like it
to have?
The graphic on the right captures some key
words respondents wrote.
Analysis:
Most of people have more expectations on
improvement of function.
Some people also expect changes in price and
improvement of fragrance.

Primary Research :
Qualita<ve Research
We conducted 6 in-depth interviews. 4 were Garnier users, and 2 were Garnier non-users.
*These four Garnier users have used Garnier Fructis but stopped using it. Thus, we conducted indepth interviews with them to find out why they stopped using the brands shampoo.
Findings: [14]
People pay attention to online videos the most because they spend a lot of time on video
streaming services such as Youtube
People are motivated to interact with brands on social media for discounts
People mostly think that it is important for shampoo products to use natural ingredients
People have heard of shampoo products that use natural ingredients, however they do not
believe that these brands actually use natural ingredients in their shampoo
People find shampoo campaigns that promote female empowerment the most interesting
People find fragrance almost as important as function and would switch to another brand with
similar function and different fragrance
People are fairly accepting of trying a new brand of shampoo as long as its a similar price range
People find interacting with brands on social media is very similar to interacting with
advertisements
People find that they cannot create meaningful experiences with brands on social media
People who have more financial ability would switch to a more functional, expensive brand

Consumer Insight
For users:
Garnier Fructis has high level of brand
awareness since more than 64%
respondents have heard of Garnier
Fructis and about 40% people think
Garnier Fructis is a famous brand.
Most of people buy Garnier because of
its low price, variety function and
fragrance.
Most of users feel very satisfied with
accessibility and fragrance of Garnier
Fructis.

Q:If you are using Garnier Fructis, what was the primary reason for purchasing
it:

Q: If you no longer use Garnier Fructis, what was the main reason for
change:

For non-users:
Most of people no longer use
Garnier Fructis mainly because of
its function.
Because most of people
responded that they have high
willingness to try a new brand,
thus Garnier Fructis has low brand
loyalty.

Problem to Solve
Problem:
People care about the function of shampoos, but a majority think that
they have normal hair type when they do not necessarily do.
Our solution:
1. Release trial size sets
2. Group three similar Garnier Fructis shampoos together and sell it
as a set
3. Each bottle of shampoo in the trial size set will be 100 ml
4. By testing out the three similar functioned Garnier Fructis
shampoos, consumers will know what specific hair type they are
and they can then buy the same shampoo of a bigger size
Goal:
Gain more market share and sales by increasing brand
differentiation and loyalty.

Posi<oning Statement

To young adults who value


personaliza<on, Garnier Fruc<s is the
highly func<onal brand that oers a
variety of ecient hair care solu<ons.

Adver<sing Objec<ve
The aim is to help young adults realize their hair type,
choose the right functional shampoo, and improve their hair
condition. Thus building a professional image for Garnier
Fructis that is known for having a variety of specific-function
shampoos.
Our Try It And Know It campaign seeks to encourage our
customers to try more shampoos specific to their hair type by
launching three trial sized shampoo sets, each with different
functions. Our campaign and related activities will be posted
on our own social media accounts, online paid media and
online videos because an increasing number of people are
building their Internet presence and therefore paying more
attention to online content and digital media.

Crea<ve Strategy
Who is the advertising talking to?
The advertising is talking to current and potential consumers, who are 18-34
These people have brand awareness, but they do not have brand loyalty
Who single benefit should the advertising promise?
Consumers can try a set of trial size shampoo that lowers their risk of wasting
money buying shampoo that does not fit their hair type
Why should the consumer believe you?
Garnier Fructis is part of an internationally well-known brand name, therefore
they have brand awareness among consumers
Garnier Fructis has been around for 10 years, their brand longevity contributes
to their brand reputation in the product category
What does the consumer think now?
The consumer thinks that Garnier Fructis is a famous, cheap and functional
brand. However users also stopped using Garnier Fructis because they thought
the shampoos function did not meet their needs
What do you want the consumer to think after seeing the advertising?
We want the consumer to think that Garnier Fructis is a highly functional brand if
consumers use the right shampoo products for their corresponding hair types

Crea<ve Strategy (Cont.)


Campaign name: Try It to Know It
Release 3 sets of trial size shampoos to encourage consumers to try Garnier
Fructis shampoos that fit their hair type
Consumers will be more inclined to buy trial size shampoos because the bottles
are small in size therefore the perceived risk for buying shampoo that does not
fit their hair type is smaller
After consumers try the trial size shampoo and find a suitable fit, they will be
more likely to purchase the same shampoo in bigger sizes, boosting sales
The shampoos included in the three set will focus on moisturizing and
strengthening are the because these two functions are most sought-after
benefits for shampoo and conditioners among consumers
Each set has three types of similar shampoos:
Set 1 Hydra Fructis targets dry hair. This set includes: Triple Nutrition,
Triple Nutrition Creamy and Hydra Recharge
Set 2 Lusty Fructis targets weak and damaged hair. This set includes:
Fall Fight, Volume Extend and Damage Eraser
Set 3 Basic Fructis targets normal hair. This set includes: Daily Care,
Daily 2 in 1 and Pure Clean

Crea<ve Execu<on 1:
Guerilla Marke<ng & Social Media

What?
Guerilla Marketing
A Garnier Fructis pop-up salon near a shopping mall, such as Macys
How?
When consumers visit the salon, hair stylists will offer them free
washing and blow-drying services
The hair stylists will help consumers identify their hair types and use a
Garnier Fructis shampoo that matches their hair type

Photographers at the
beauty salon will help
take before and after
photos of the
consumers before
their hair styling

Crea<ve Execu<on 1 (Cont.)


Social Media:

The photographer will upload the consumers before and after photo on Garnier Fructis
social media account with the consumers permission with the hashtag
If the consumer Likes his or her photo uploaded on Garnier Fructis social media account,
he or she will receive a free trial set of the shampoo that matches their hair type

Crea<ve Execu<on 2:
Magazine Website & Coupon

What?
General survey to determine your hair type placed on magazine websites
How?
The survey result will reveal the survey takers hair type
Garnier Fructis shampoo will be one of the recommended shampoos
Garnier Fructis will offer ONE free coupon of a free trial set that matches the
survey takers hair type

Crea<ve Execu<on 3:
Online Video Adver<sement
What?
An online video advertisement that communicates to the audience that
they are using the wrong shampoo for their hair
Garnier Fructis provides a variety of shampoo products, every hair type
can find its perfect match
Where?
This online video advertisement will be played on video streaming
services such as YouTube, Netflix and Hulu
Why?
Much of our target audience, young females aged 18-34 want healthy
hair
Through this online video advertisement, Garnier Fructis will deliver the
message that Garnier Fructis is a functional hair care brand if you choose
the right shampoo for your hair type

Crea<ve Execu<on 3: (cont.)


Scene 1
It is early morning and three women of different
ethnicity and hair type appear in three separate
screens. They are in the shower and are frustrated
with their Garnier Fructis shampoo.
The use of three women of different ethnicity and
hair type will contribute to the message that
everyone and every hair type can find its perfect
match

Crea<ve Execu<on 3: (cont.)


Scene 2
The three girls look around
and see one another
They look at each others
shampoo and and hand
over each others Garnier
shampoo to another.
Each girl ends up with a
different shampoo.
This scene will contribute to
the message that it is not
that Garnier Fructis is not
functional, instead the
problem is that people are
using the wrong shampoo

Crea<ve Execu<on 3: (cont.)

Scene 3
The three girls start to shower
and wash their hair using the
new Garnier shampoo they got
from each other
The new shampoo that they are
each using turns out to be the
right one for their hair type
The three girls are full of smiles
when they step out of their
house and into the sun
This scene will contribute to the
message that you can have
healthy hair and be happy if you
use the right shampoo

Crea<ve Execu<on 3 (cont.)


Scene 4
Garnier Fructis three trial sets will placed against a bright
colored back drop
There will be a zoom in on the three trial sets with the hashtags:
#HydraFructis, #LustyFructis, #BasicFructis under the
corresponding trial set

#HydraFructis

#LustyFructis

#BasicFructis

Media Plan
What strategy?
Pulsing Strategy; because shampoo is an essential part of personal hygiene, so there
will always be a purchasing demand
Therefore there is no specific season for buying it or not, instead, people buy it
continuously, so our campaign will also go on for the whole year, but we will intensify
our campaign during seasons where our trial sets will be in higher demand
When during the year will advertising be placed?
Back to School (August - September)
Parents and students will be doing lots of shopping for school necessities and
therefore be more willing to try new products along with their new start
Holiday Season (November - January)
Consumers will be shopping for holiday gifts and be on the lookout for discounts
and sales
Travel Season ( Summer: May - August)
People often travel during the summer and hence will be more inclined to buy
travel sized shampoo for convenience

Media Plan
Internet Plan
18-34 year old demographic are
heavy internet users
Putting advertisements and
interacting with them on social
media would increase our online
presence and also encourage
them to purchase our products
Online ads on YouTube, online
surveys on magazine websites,
Before/After photos on Garnier
Fructis social media accounts
(Facebook, Instagram, Twitter)

Guerilla Marketing [33]


18-34 year old demographic are
more likely to be attracted to
innovative marketing strategies
Having pop-up salons is a type of
an innovative marketing
approach
Our pop-up salons fully executes
our marketing objective of the
Try It to Know It campaign

Media Plan
Media Channel
Social Media
Facebook
Instagram
Twitter
Online magazine websites
Allure
Elle
Cosmopolitan
Seventeen
Online video streaming
websites
YouTube
Netflix
Hulu

Best times to post on Social Media


[37,38,39]:
Facebook
Weekdays 1PM - 4PM
Sunday nights = most
interactions
Instagram
Any time during the day
Twitter
Mon.-Thurs. 1PM - 3PM
Weekends = most retweets
Campaign hashtag: #tryittoknowit

The End

Index
[1] "Brands: Garnier." L'Oreal. L'Oreal, n.d. Web. 24 Nov. 2014.
http://www.loreal.com/brands/consumer-products-division/garnier.aspx>.

<

[2] "Garnier." Bloom. N.p., n.d. Web. 24 Nov. 2014. <http://www.bloom.com/garnier?___store=default>.


[3] "Garnier Green Commitment." Garnier. N.p., n.d. Web. 24 Nov. 2014. <http://www.garnierusa.com/Garnier-Green.aspx>.
[4] "Fall 2013 Product: Health & Beauty Aids - Shampoo (For Use At Home)." MRI Reporter. N.p., n.d. Web. 11 Nov. 2014.
http://ureporter.mriplusonline.com/selectdemo.asp>.

<

[5] "Shampoo, Conditioner and Hairstyling Products - US - April 2014; Issues and Insights Mintel. N.p., Apr. 2014. Web. 29 Nov. 2014.
<http://academic.mintel.com.ezproxy.bu.edu/display/701185/>.
[6] "Shampoo, Conditioner and Hairstyling Products - US - April 2014; Brand Share - Shampoo." Mintel. N.p., Apr. 2014. Web. 29 Nov. 2014.
<http://academic.mintel.com.ezproxy.bu.edu/display/701196/?highlight#hit1>.
[7] "Shampoo, Conditioner and Hairstyling Products - US - April 2014; Social Media." Mintel. N.p., Apr. 2014. Web. 29 Nov. 2014. <
http://academic.mintel.com.ezproxy.bu.edu/display/701202/?highlight#hit1>.
[8] Shampoo, Conditioner and Hairstyling Products US April 2014; Use of and Shopping for Shampoo and Conditioner. Mintel. N.p.,
Apr. 2014. Web. 20 Nov. 2014. <http://academic.mintel.com.ezproxy.bu.edu/display/701203/>
[9] Natural and Organic Personal Care Consumer US December 2013; Purchasing of Natural and Organic Haircare. Mintel. N.p., Dec.
2013. Web. 20 Nov. 2014. <http://academic.mintel.com.ezproxy.bu.edu/display/688765/?highlight>
[10] Shampoo, Conditioner and Hairstyling Products US April 2014; Trend Applications. Mintel. N.p., Apr. 2014. Web. 20

Nov. <http://academic.mintel.com.ezproxy.bu.edu/display/701186/?highlight#hit1>
[11] Shampoo, Conditioner and Hairstyling Products US April 2014; Marketing Strategies. Mintel. N.p., Apr. 2014. Web. 20 Nov. <
http://academic.mintel.com.ezproxy.bu.edu/display/701201/?highlight#hit1>

Index
[12]Shampoo Garnier. N.p., n.d. Web. 22 Nov. 2014. <http://www.garnierusa.com/products/haircare/shampoo.aspx>
[13]Where to buy Garnier. N.p., n.d. Web. 22 Nov. 2014. <
http://www.es.garnierusa.com/_en/_us/OUR_PRODUCTS/where_to_buy.aspx?tpcode=OUR_PRODUCTS>
[14] First-hand observation
[15] OneLessGrilProblem Garnier. N.p., n.d. Web. 24 Nov. 2014. <http://www.onelessgirlproblem.com>
[16] Romanowski, Shannon. Skincare trends help drive growth in haircare 6th September 2013. Mintel. N.p., 06 Sep. 2013. Web. 20 Nov.
2014. <http://academic.mintel.com.ezproxy.bu.edu/display/677193/>
[17] Shampoo, Conditioner and Hairstyling Products US April 2014; Market Drivers. Mintel. N.p., Apr. 2014. Web. 20 Nov. <
http://academic.mintel.com.ezproxy.bu.edu/display/701188/?highlight#hit1>
[18] "Shampoo, Conditioner and Hairstyling Products - US - April 2014." Mintel. N.p., n.d. Web. 22 Nov. 2014 <
http://academic.mintel.com.ezproxy.bu.edu/display/701196/>
[19]Shampoo Herbal Essences. N.p. Web 22 Nov. 2014 <http://www.us.herbalessences.com/en-US/hair-products#shampoo>
[20]Naked Volume Herbal Essences. N.p. Web 22 Nov. 2014 <http://us.herbalessences.com/en-US/collection-page.aspx?id=39743>
[21]Hello Hydration Herbal Essences. N.p. 22 Web Nov. 2014 <http://us.herbalessences.com/en-US/hair-products/dry-hair>
[22]Hydralicious Herbal Essences. N.p. 22 Web Nov. 2014 <http://us.herbalessences.com/en-US/hair-products/hair-collection>
[23]Herbal Essences CVS N.p. Web 22 Nov. 2014 <http://www.cvs.com/search/N-0?searchTerm=herbal+essences>
[24] Herbal Essences TV Commercials iSpotTV. N.p. Web 22 Nov. 2014 <http://www.ispot.tv/brands/dmY/herbal-essences>

Index
[25] Suave Naturals Suave N.p. Web 22 Nov. 2014 < http://www.suave.com/en-US/product/category/661366/suave-naturals>
[26]Suave Professionals Suave N.p. Web 22 Nov. 2014 < http://www.suave.com/en-US/product/category/661365/suave-professionals>
[27]Suave Scalp Solutions Suave N.p. Web 22 Nov. 2014 < http://www.suave.com/en-US/product/category/661367/scalp-solutions>
[28]Suave shampoo CVS N.p. Web 22 Nov. 2014 <http://www.cvs.com/search/N-0?searchTerm=suave+shampoo>
[29]Suave TV Commercials iSpotTV. N.p. Web 22 Nov. 2014 <http://www.ispot.tv/brands/diQ/suave>
[30]Products Pantene N.p. Web 22 Nov. 2014 <http://www.pantene.com/en-us/shop-products/all-products>
[31]Pantene Pro-V CVS N.p. Web 22 Nov. 2014 <http://www.cvs.com/search/N-0?searchTerm=pantene+pro-v>
[32]Pantene TV Commercials iSpotTV. N.p. Web 22 Nov. 2014 <http://www.ispot.tv/brands/dWp/pantene>
[33]Fall 2013 Media: Demographics - Head of Household." MRI Reporter. N.p., n.d. Web. 1 Dec. 2014. <
http://ureporter.mriplusonline.com/selectdemo.asp>.
[34]Shampoo, Conditioner and Hairstyling Products - US - April 2014." Mintel. N.p., n.d. Web. 1 Dec. 2014. <
http://academic.mintel.com.ezproxy.bu.edu/display/701207/>.
[35] Eridon, Corey. "The Best and Worst Times to Post, Pin & Tweet [Infographic]." HubSpot Blogs. N.p., 30 Apr. 2014. Web. 4 Dec.
2014. <http://blog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-infographic>.
[36] Bennett, Shea. "When Is the Best Time to Post on Twitter and Facebook? [INFOGRAPHIC]." Mediabistro. N.p., 25 July 2014. Web.
05 Dec. 2014. <http://www.mediabistro.com/alltwitter/best-time-post-twitter-facebook_b58802>.
[37] TrackMaven. "A Complete Guide To The Best Times To Post On Social Media (And More!)." Slideshare. N.p., 10 July 2014. Web. 5
Dec. 2014. <http://www.slideshare.net/TrackMaven/when-to-postslidesharepdf>.

Survey

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Bibliography
A Complete Guide To The Best Times To Post On Social Media SlideShare. N.p., n.d. Web. 6 Dec. 2014. <
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2014. <http://www.mediabistro.com/alltwitter/best-time-post-twitter-facebook_b58802>.
"Brands: Garnier." L'Oreal. L'Oreal, n.d. Web. 24 Nov. 2014.
http://www.loreal.com/brands/consumer-products-division/garnier.aspx>.

<

Eridon, Corey. "The Best and Worst Times to Post, Pin & Tweet [Infographic]." HubSpot Blogs. N.p., 30 Apr. 2014. Web. 4 Dec. 2014.
<http://blog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-infographic>.
Fall 2013 Media: Demographics - Head of Household." MRI Reporter. N.p., n.d. Web. 1 Dec. 2014. <
http://ureporter.mriplusonline.com/selectdemo.asp>.
"Fall 2013 Product: Health & Beauty Aids - Shampoo (For Use At Home)." MRI Reporter. N.p., n.d. Web. 11 Nov. 2014.
<http://ureporter.mriplusonline.com/selectdemo.asp>.
"Garnier." Bloom. N.p., n.d. Web. 24 Nov. 2014. <http://www.bloom.com/garnier?___store=default>.
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Herbal Essences CVS N.p. Web 22 Nov. 2014 <http://www.cvs.com/search/N-0?searchTerm=herbal+essences>
Herbal Essences TV Commercials iSpotTV. N.p. Web 22 Nov. 2014 <http://www.ispot.tv/brands/dmY/herbal-essences>
Hello Hydration Herbal Essences. N.p. 22 Web Nov. 2014 <http://us.herbalessences.com/en-US/hair-products/dry-hair>

Bibliography
Hydralicious Herbal Essences. N.p. 22 Web Nov. 2014 <http://us.herbalessences.com/en-US/hair-products/hair-collection>
Natural and Organic Personal Care Consumer US December 2013; Purchasing of Natural and Organic Haircare. Mintel. N.p., Dec.
2013. Web. 20 Nov. 2014. <http://academic.mintel.com.ezproxy.bu.edu/display/688765/?highlight>
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Products Pantene N.p. Web 22 Nov. 2014 <http://www.pantene.com/en-us/shop-products/all-products>
Pantene Pro-V CVS N.p. Web 22 Nov. 2014 <http://www.cvs.com/search/N-0?searchTerm=pantene+pro-v>
Pantene TV Commercials iSpotTV. N.p. Web 22 Nov. 2014 <http://www.ispot.tv/brands/dWp/pantene>
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Shampoo Garnier. N.p., n.d. Web. 22 Nov. 2014. <http://www.garnierusa.com/products/haircare/shampoo.aspx>
Shampoo Herbal Essences. N.p. Web 22 Nov. 2014 <http://www.us.herbalessences.com/en-US/hair-products#shampoo>
Suave Naturals Suave N.p. Web 22 Nov. 2014 < http://www.suave.com/en-US/product/category/661366/suave-naturals>
Suave Professionals Suave N.p. Web 22 Nov. 2014 < http://www.suave.com/en-US/product/category/661365/suave-professionals>
Suave Scalp Solutions Suave N.p. Web 22 Nov. 2014 < http://www.suave.com/en-US/product/category/661367/scalp-solutions>
Suave shampoo CVS N.p. Web 22 Nov. 2014 <http://www.cvs.com/search/N-0?searchTerm=suave+shampoo>

Bibliography
Suave TV Commercials iSpotTV. N.p. Web 22 Nov. 2014 <http://www.ispot.tv/brands/diQ/suave>
TrackMaven. "A Complete Guide To The Best Times To Post On Social Media (And More!)." Slideshare. N.p., 10 July 2014. Web. 5
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