Beauty Perceptions of Beauty Brands
Delivered November 1, 2019. Contributor: ChristineD
Goals
Determine the perceptions on beauty of identified beauty brands. The information will be used as a pitch for Henkel.
Early Findings
Since advertising spend levels can be derived from the revenue or sales figures, Henkel's Schwarzkopf competitor was identified by comparing sales figures. Henkel's Schwarzkopf Competitor
- Henkel's beauty care division sales reached €3.95 billion in 2018.
- The Pureology professional shampoo brand is owned by Loreal.
- In 2018, Loreal's total sales figure for its haircare category was calculated as follows: €26.9 billion X 16.2% = €4.36 billion.
- The Pureology professional hair care line was known for its promoted attributes such as its "exclusive ZeroSulfate shampoos, powerful AntiFadeComplex, and a commitment to sustainability."
- On its website, the brand's messaging on the beauty of hair colors is as follows: "If you love your hair colour, choose no other."
- On Twitter, Pureology mentioned about how its products should be included in its users' list of "beauty must-haves" as these can help in having shiny hair.
- Pureology's parent company, Loreal, has collaborated with Vogue to share its statements on mature women's beauty.
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