Of late, we have been doing some work on hair care. For the same, our team interviewed a few women about their hair care regimen, problems faced etc., In just a handful of interviews, few trends started emerging which we duly captured.
Now, within a few days of these interviews, I noticed ads talking about a few of the things which we captured. This surprised me a lot. The premise on which the ads were built on – marketers call them ‘insights’ – were in your face, what consumers said directly and believed in. A few right questions, and any one can get to them. These statements are neither deep or untapped. So, basically ones that I wouldn’t call ‘insights’.
This leads me to two things – either the brand custodians are not working hard enough to generate ‘real’ ‘insights’ or I have set the bar very high for myself!
Now to the culprit brands & ads.
1) Women, especially married women, believe that hormonal changes post pregnancy and child birth leads to changes in hair (especially causes hair-fall).
This second one is a killer. Multiple things crammed into one ad.
2) People tends to switch a Shampoo when they notice hair fall.
3) They go to great lengths to prevent hair fall.
4) They find the right shampoo (that suits their hair) post a lot of trial and error.
