Garnier transforms the home hair coloring experience. After 3 years of development and 22 patents pending, Garnier has launched a revolutionary home hair coloring product called Oila. Unlike traditional ammonia-based haircolor, Oila uses an exclusive Oil Delivery System that contains mineral, sunflower, camellia, passion flower and white meadowfoam oils. This special oil blend improves roughness and dullness, giving hair a healthy, shiny bounce. Available in 21 shades, Olia’s oil powered formula propels colorants deep into hair for pure, long-lasting vivid color, according to the brand’s website.
Providing a Message of Kind Hair : Designed to convey a fragrant sensorial experience, the packaging is printed colorant specific with hair images indicating the shades available in the range. As with almost all hair coloring products, the accuracy of these images is very important in the purchasing decision for shoppers who are seeking close to natural color matches. According to some favorable online product reviews, the 3-step hair coloring tools provided inside of the package provide users with a quality-experience one would find at expensive salons, minus the harsh smell of ammonia….of course. With budgets tightening in households and limited time to visit salons for coloring, Garnier is looking to tap into a new market with their proprietary hair coloring solutions.
Promotional Support : In addition to online give-aways and tv support, Garnier was able to capture premium shelf and floor space at national retailers where their custom Olia displays could be found in the H&B section. The large and striking full end cap sports a large copy panel on the left side of the display which serves as an excellent billboard featuring key images and taglines. To educate, a push button video screen was incorporated into the copy panel to offer shoppers a more in-depth, commercial-like introduction to the Olia product line. In addition to the full end cap, a smaller series of end cap trays and a floor stand display were designed to fit the needs of other retailers.
The Three C’s of Beauty – Clean, Catchy, Consistent : The Garnier Olia marketing team took full advantage of all three C’s on this launch. Typically viewed as a masculine color, black was used as a main back drop that enabled the product and brand assets to really leap out and invite. Well placed images of the large oil drop and sunflower serve as pleasing “finishing” feminine touches on all of the POP. The true beauty of these clean & catchy merchandisers are their uncluttered and balanced approach to organize the marketing message in a consistent eye-catching format.
