Sunday, February 09, 2014

TRESemme : For Salon Style Hair

Brand : TRESemme
Company : Hindustan Unilever

Brand Analysis Count : # 539

TRESemme launched in 2012 was an attempt from Hindustan Unilever to prevent the competition from attacking from the flanks. There premium shampoo from HUL was Dove which was more of a Masstige brand rather than a luxury brand. Hence HUL feels that there is a gap in the product porfolio in the premium shampoo segment which is open for competitors. Already the shampoo brands from HUL stable is facing increasing competition from Lo'real, P&G  and the likes. 

TRESemme was born in 1950. The brand name was coined in honor of Edna Emme who was a cosmetologist and a community leader.The brand came to Unilever from the acquisition of Alberto Culver in 2010.Originally the brand is sold only to salons.

The positioning of TRESemme is interesting .The brand is positioned as a salon like experience for the hair. The insight is through a research which stated that ladies feel that they get more satisfaction when they get salon treatment. Also they trust the salon stylists advice when choosing the brands.This insight made the brand adopt the USP of a 'Salon Like Experience '. The brand initially target the salon frequenting  consumers who was usually the opinion leaders in the category. 
The brand which is priced at a premium is positioning itself as an expert in hair-care. The ads are styled internationally and the message is very rational. 
Watch the ad here : Tresemme ad
The brand over the last one year also have used Youtube very effectively . The brand's youtube channel is rich with videos on hair styles and hair care thus reinforcing the positioning as a premium expert. 
TRESemme will force the competing brands to think about launching their own version of professional endorsed shampoos. Right now Lo'real and P&G have salon products which are not sold outside . It needs to be seen whether the competitors will bring in those brands to fight  TRESemme.