Review of Herbal Gasolines, of Procter & Gamble

The Procter and Gamble group was founded in 1837 and aims to provide consumers worldwide with high quality products and excellent value for money, that improve their daily lives. It achieves a turnover of 56.74 billion dollars with a net profit of 7.26 billion dollars. Around 1.94 billion dollars was invested in research with a workforce of 110,000 people.

Its business is divided into many sectors. Sales followed by Business figures (in billions of dollars): Linen care and home: 15.26; Baby Care and Family: 11.89; Beauty: 19.48; Snacks and beverages: 3.14; Health: 7.78. The shampoo brands marketed by the group are: Pantene Pro-V, Head & Shoulders, Herbal Essences and Wella.

Pantene Pro V mark reveals the true potential with a unique formula combining the cocktail of Amino Pro V so that the consumer feels confidence and radiance. The range consists of seven shampoos and treatments that are smooth and silky, anti-break, buckle and spring, and conducting volume, color and brightness, and classical restorative and protective. The Head & Shoulders range has been designed to eliminate dandruff while respecting the nature of the scalp. It is a dermatological product.

There are several types of shampoos and treatments in this range: classic, classic 2in1, man, cool menthol, citrus fresh, calm, volume, and silky smooth moisturizer, ocean and sensory experience. Wella is a mark reserved for professionals of hairdressing sold exclusively in salons. The range of Herbal Essence will be discussed in this document. The target marketing for Herbal essence is the woman.

Indeed, the range only affects consumers ever since its creation. It is designed for women who are sensitive to the wellbeing and pleasure and its advertising campaign is based on an advertising concept created in 1994 in New York called "Yes, yes, yes!" They have an increasingly segmented target and are dependent on the nature of the hair with eight specific products. Herbal essences have a positioning strategy of differentiation of competition and innovation.

After shampooing, the trend is for nourishing and restructuring. The repair conditioners are used by 16.5%of women (young women aged 15 to 24 are the biggest consumers: almost 24% of them). On this ground, the technical development continues: Henkel, with Gliss conditioner, has launched the field of care. As for Jean-Louis David, the conditioner Total Repair restores the hair fiber that is a success.

The traditional after-shampoo conditioner is always appreciated. This is the type of conditioner used by most women (almost 20% of women). Again, youth are the largest users (38% of them).

Finally, a trend that is growing increasingly is anti-aging hair. They assume that, as the skin, the hair also ages. Therefore, preventive products are manufactured. These conditioners intend to function as an anti-wrinkle cream with ceramides and vitamins. They are however still not widely used (1.5% of women and of course, 3.4% of 50-64 years).

The range of Herbal Essences part under the laws of cosmetics and hair care particularly. Therefore laws and regulations that are applicable to this type of product is the dash Article L.5131 1-11. For this reason the brand is facing some constraints in the manufacturing process as the container itself or the product labeling.

Tags: hair care; different types of shampoos; Herbal Essences; Proctor & Gamble