2012 Axe
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Transcript of 2012 Axe
GIRLAPRROVED GUY’S HAIRCARE CLIENTUNILEVER / AXE
RESULTS / 340 MILLION
GIRLAPPROVED CONTRIBUTION
AND COUNTING
NATIONAL DISTRIBUTIONS
S
S
$60 MILLION IN REVENUES
WALMART, TARGET, WALGREENS
ASIA, EUROPE, SOUTH AMERICA
IN ONLY 8 MONTHS SINCE LAUNCH
60MILLION
2009 AXE LAUNCHES FIRST MASS MARKET MEN’S HAIR CARE
AXE HAIR GOES GLOBAL
2011 AXE HAIR EXTENDS LINES
NEW
EXPLOSIVE GROWTH
AD AGENCY
AXE BRAND TEAM
DELIVERED DISTRIBUTED
PR AGENCY
RESEARCH + DEVELOPMENT
GA SERVICES SUMMARY
NEEDS RESEARCH
OPPORTUNITY IDENTIFICATION
PRODUCT INNOVATION
BRAND POSITIONING
BRAND STRATEGY
ACTIVATION CONCEPTING
EXPLOSIVE GROWTHAXE HAIRCARE BLUEPRINT
AXE + GIRLAPPROVED
GIRLAPPROVED + AXE / BACKGROUND STORYWhen Girlaproved met Axe they were only selling deodorants. With the recent surge in copycats and a growing number
of females associating their brand with “loosers who can’t find dates,” Axe needed a marketing breakthrough to regain
its market lead. Axe asked us, “Are there any untapped opportunities in mens grooming? And can we improve our image
with girls?” Girlapproved uncovered the natural deep link between a man, his hair, and his ability to get dates. All over
the world, bad hair was robbing perfectly good men of their mojo.
From primary research, opportunity identification, product development, brand positioning, packaging, to
communication strategy - we helped Axe create a brand that would give guys the hair girls loved. Girls got better looking
men, guys got the girls, and Axe launched a breakthrough product category (mass market men’s hair) that gained them
explosive growth and good will from female market.
GUY’S HAIRGIRLAPPROVED
GUY’S HA IRGUY’S HAIR
FEMININEFEMININE TRUTHS
1) Axe’s success validates the power of feminine innovation for the male market. Males have many unmet feminine needs.
2) Several major beauty brands have attempted to crack the male haircare industry but were not successful. They did not
understand the feminine dimension of males so they made men too effeminate. This was a turn off to most females. GA
showed the industry that if you express the feminine side of males more organically it increased a man’s sex appeal.
3) GA’s research highlights the dramactic perceptual difference between male and females. Axes research with men,only
identified 2 attributes (color + length), while girls identified 18. The 16 missing dimensions were the difference between
failure and explosive breakthrough.
4) In nature, females are the natural selectors in the mating game. Females’ ability to influence guy’s purchased has gone
untapped. Men are very willing to do what is needed to make them Girlapproved.
FEMININE INNOVATION AND MEN
MR. MACHO
MR. MEDIOCRE
MR. CONTROL
MR. VAIN
GUY’S HAIRGIRLAPPROVED
The opportunity that GA discovered could not have been identified
with men or traditional research and required our inside out approach.
Men had so little understanding of hair, they offered almost no
learnings. Traditional research couldn’t find the truth, because girls
didn’t see their true behaviors.
MR. MACHO
MR. MEDIOCRE
MR. CONTROL
MR. VAIN
GUY’S HAIRGIRLAPPROVED
When asked, “Do you make dating decisions based on a guy’s hair?”
she would say “No”. Why thats superficial, what makes a man manly is
much deeper - confidence, intelligence, courage, cultural interest . . .
MR. MACHO
MR. MEDIOCRE
MR. CONTROL
MR. VAIN
What females couldn’t tell you is that deep below the concious level
females actually read guys hair determine if he’s worth dating. Girls
around the world had developed an instinctive skill to appraise a mans
character and personality based on hair cues.
GUY’S HAIRGIRLAPPROVED
INSIDE OUT ANALYSIS
MR. MACHO
MR. MEDIOCRE
MR. CONTROL
MR. VAIN
If something was off with a mans hair, it meant he had personal issues.
Globally females shared a universal language of guys hair, what
properties made him dangerous or dateable. This language formed
the foundation of the Axe hair products collection.
GUY’S HAIRGIRLAPPROVED
ATT
RA
CTI
ON
OH YUM!I’D DATE HIM!
GUY’S HAIRGIRLAPPROVED
TRUTH #01GUY’S HAIR
Good hair makes a man sexier
and increases his likelihood to
score in bed.
ATT
RA
CTI
ON
OH YUM!I’D DATE HIM!NO WAY!HE’S BORING!
GUY’S HAIRGIRLAPPROVED
TRUTH #02GUY’S HAIR
Bad hair turns a girl off and
handicaps a guy in the mating
game.
unstabledanger meek
bad in bedignore meboring
ATT
RA
CTI
ON
DATE HIM?NO WAY!
GUY’S HAIRGIRLAPPROVED
TRUTH #03GUY’S HAIR
Men with bad hair are wearing
a billboard on their head that
says “DO NOT DATE ME”.
Their mating game ended
before it began.
THE HAIRCUT NOW MAKES HIM LOOK WORSE.
GUY’S HAIRGIRLAPPROVED
TRUTH #04GUY’S HAIR
Most guys look worse after a
haircut. Most hairdressers hurt
a guy’s sexual appeal because
they do not know what hair
turns a girl on
SENSUALITY
AMBITION
OCCUPATIONINTELLECT
CONFIDENCE
VALUESDRIVE
GENEROSITYCREATIVITY
SO THAT’SWHO HE IS...
GUY’S HAIRGIRLAPPROVED
TRUTH #05GUY’S HAIR
Girls read a guy’s hair to
determine his identity. His
character shapes his hair.
MR. MACHO
MR. MEDIOCRE
MR. CONTROL
MR. VAIN
GUY’S HAIRGIRLAPPROVED
TRUTH #06GUY’S HAIR
Girls share a common, yet
unspoken language of men’s
hair, and what hair says about a
guy’s personality.
INSIDE OUT ANALYSIS
EXAMPLE: RYAN HAS STRINGY HAIR
Girls think he’s too relaxed to be reliable
EXAMPLE: JAMES HAS OVERGROOMED HAIR
Girls think he’s vain and egocentric.
GUY’S HAIRGIRLAPPROVED
EXAMPLE: TOM HAS BORING HAIR
Girls think his life is mediocre.
EXAMPLE: CHAD HAS OVER GELLED HAIR
Girls think he overdoes things.
GUY’S HAIRGIRLAPPROVED
EXAMPLE: JEFF HAS OVERDONE HAIR
Girls think yikes! What’s he compensating for?
EXAMPLE: DAN HAS OVER SHEARED HAIR
Girls think yuck! He’s a control freak!
GUY’S HAIRGIRLAPPROVED
CARINGTOO MUCHABOUT MY
HAIR?THAT WILLMAKE MEFEEL GAY.
GUY’S HAIRGIRLAPPROVED
TRUTH #07GUY’S HAIR
Guys need an authority to tell
them that it is a-ok to care
about their hair, and that
caring doesn’t make them gay.
GUYS WITH BAD HAIR ANDDON’T KNOW HOW TO FIX IT
GUY’S HAIRGIRLAPPROVED
TRUTH #08GUY’S HAIR
The majority of men in
America today are needlessly
suffering from bad hair.
98%CLUELESS
BAD HAIR CRISIS
GUY’S HAIRGIRLAPPROVED
TRUTH #09GUY’S HAIR
Guys have no idea that their
hair is ruing their game, or how
to fix it. We are in the midst of
a bad hair crisis!
GUY’S HAIRGIRLAPPROVED
STATISTICAL ANALYSIS
90% of girls are at more likely to go out with a guy if he has good hair
90% of girls wish guys would wash their hair more often
70% of girls think guys don’t know how to style their hair
88% of girls agree that greasy hair is repulsive
90% percent agree that hard, over-gelled hair turns them off
Axe quantitatively validated our Girlapproved truths and standards using a strategic-one.
Here are some of the results that they found.
QUANTITATIVE VALIDATION
GUY’S HAIRGIRLAPPROVEDQUANTITATIVE VALIDATION
GUY’S HAIRGIRLAPPROVEDOPPORTUNITY IDENTIFICATION
GUY’S HAIRGUY’S HAIRCARE
EXPLOSIVE
S BREAKTHOUGH OPPORTUNITY
GUY’S HAIRGIRLAPPROVED
SPECIALCARE
MEN’S HAIR LOSS
MASS MARKET STYLING AIDS
DANDRUFFTHERAPY
PREMIUMSHAMPOOS
MASS MARKET SHAMPOOS
too shiny, sticky + greasy
feminine + vain
good but smelly
we appreciate the effort
feminine + vainfeminine + fussy
ain’t a complete solution
PREMIUM HAIRTREATMENTS
PREMIUMSTYLING AIDS
MANLY
NOT MANLY
DAILYGROOMING
OPPORTUNITY SPACE
MEN’S HAIRCOLORINGwhy does it exist?
OPPORTUNITY IDENTIFICATION
GUY’S HAIRGIRLAPPROVED
SPECIALCARE
MEN’S HAIR LOSS
MASS MARKET STYLING AIDS
DANDRUFFTHERAPY
PREMIUMSHAMPOOS
MASS MARKET SHAMPOOS
too shiny, sticky + greasy
feminine + vain
good but smelly
we appreciate the effort
feminine + vainfeminine + fussy
ain’t a complete solution
PREMIUM HAIRTREATMENTS
PREMIUMSTYLING AIDS
MANLY
NOT MANLY
DAILYGROOMING
EXPLOSIVE
To date, there is no mass market product designed to make men manly.
OPPORTUNITY SPACE
MEN’S HAIRCOLORINGwhy does it exist?
OPPORTUNITY IDENTIFICATION
EXPLOSIVE OPPORTUNITYIntroduce the first mass market hair grooming line for men.
SUPPORTING OPPORTUNITIESMake men sexier for women and win good will from the female market.
Eliminate the bad hair crisis that is demasculating men.
Be the authority across the entire spectrum of men’s hair needs.
GUY’S HAIRGIRLAPPROVEDOPPORTUNITY IDENTIFICATION
BRAND PROMISEAxe hair promises to give guys what they need to get their hair read right.
BRAND POSITIONINGGet girlapproved hair and send the right mating game signals.
MARKETFocus on core Axe demographic, but can apply to all men.
GUY’S HAIRGIRLAPPROVEDOPPORTUNITY IDENTIFICATION
GUY’S HAIRGUY’S HAIRAXE HAIR
EXPLOSIVE
STRATEGY
GUY’S HAIRGIRLAPPROVEDPRODUCT AND BRAND STRATEGY
GUY’S HAIRGIRLAPPROVED
GUY’S HAIRGUY’S HAIR
How can Axe deliver on its promise of giving men girlapproved hair?
Girlapproved identified 18 distinct hair parameters that girls use to
determine a guy’s sex appeal. To optimize success, the Axe brand
must account for all 18 hair dimensions.
(The guy team was only capable of identifying 2 parameters.)
PRODUCT AND BRAND STRATEGY
GUY’S HAIRGIRLAPPROVED
GEL QUANTITY
CUT & SHAPE
PRODUCT USE
HIGHLIGHTS
PERSONALITY MATCH
BATHROOM TIME
HYGIENE
BANGS
GROOMING SKILL
AROMA STRENGTH
ESTIMATED EFFORT
VOLUME CONTROL
BOUNCE
SIDEBURN BALANCE
Girlapproved discovered that universally, girls
subconsciously analyze guys based on 18 hair
parameters. Even if one of the parameters is
out of range, she will notice and feel turned off.
THE 18 HAIR PARAMETERS
STRATEGY
PRODUCT AND BRAND STRATEGY
GUY’S HAIRGIRLAPPROVED
STRATEGY
TOO MUCH
NOT HOT
UNIVERSAL SWEET SPOTHOT
TOO LITTLE
NOT HOT
Across all hair parameters, girls share a range of what
makes a guy sexy. If his hair falls outside the sweet
spot, he’s got issues and he’s out of the mating game.
THE UNIVERSAL SWEET SPOT
PRODUCT AND BRAND STRATEGY
GUY’S HAIRGIRLAPPROVED
STRATEGY
TOO LITTLE GELLIVES LOUD AND TACKYHIS LIFE IS MESSYTOO MUCH GEL
TOO LITTLE EFFORTTOO LAZY TOO VAIN
TOO MUCH EFFORTTOO LITTLE STYLE TOO MUCH STYLEHIS LIFE IS BORING SEARCHING FOR IDENTITY
For most men today, some aspect of his hair falls
outside the sweet spot. This warns girls about his
personal issues.
THE OPTIMALLY HOT MAN KNOWS HOW TO ALIGN EVERY DIMENSION OF HIS HAIR.
PRODUCT AND BRAND STRATEGY
GUY’S HAIRGIRLAPPROVED
STRATEGY
TOO MUCH
UNIVERSALSWEETSPOT
TOO LITTLE
GREASETEXTUREBANGSEFFORTSHINE
...
18PARAMETERSGUY’S HAIR
AXE HAIR MUST HELP EACH MAN ALIGN HIS HAIR TO THE SWEET SPOT
Invent a comprehensive new grooming line
capable of helping men optimize all 18
essential hair parameters. To do this requires
designing a range of products, in addition to
creating packaging, educational programs +
communication.
THE BRAND STRATEGY
PRODUCT AND BRAND STRATEGY
GUY’S HAIRGUY’S HAIR STANDARDS
™FEMININE
(the deliverable included standards for all 18 hair parameters, here is just a sample)
GUY’S HAIRGIRLAPPROVEDPRODUCT AND BRAND STRATEGY
STANDARDS (GEL) =
Bad gel can singlehandedly destroy a guy’s love poten-tial.
we never want to see it + we never want to feel it + we never want it rub-
bing off and greasing our pillows + should not leave dandruff + should not
make hair look wet, or stiff and hard
GUY’S HAIRGIRLAPPROVEDPRODUCT AND BRAND STRATEGY
PRODUCTInvisible, no sheen. Doesn’t harden when dry. Hair must remain touch-able. Water soluable, doesn’t leave oil marks on fabrics. Doesn’t flake or create dandruff.
PACKAGINGMen have bad control with gel - dispenser should release quan-tity in premeasured doses so the guy doesn’t over do it.
Educate men the hazards of guido hair and teach him how to use gel to manage his hair with-out making it goopy
COMMUNICATION
HA
IR
HAIR GEL
GUY’S HAIRGIRLAPPROVEDPRODUCT AND BRAND STRATEGY
STANDARDS (STYLING) =
Style is the entry point to the mating game. Get it wrong, and it’s game over.
highlights, mohawks, and other extreme trends - just say no + more than 7
mins on your hair will make you seem vain + spend at least 5 mins on your
hair + never let your hairdresser get creative + all haircuts should comply
with the pre-certified girlapproved hair database
GUY’S HAIRGIRLAPPROVEDPRODUCT AND BRAND STRATEGY
HA
IR
STYLING
Tell guys that taking care of their hair does not make them gay, but turn girls on.
Guys can’t handle too much se-lections and instructions; keep your line simple, limited and mistake free.
A good cut is a foundation for hot hair. Include images of hot, basic cuts for men to take to the hairdresser.
PRODUCT
PACKAGING
COMMUNICATION
GUY’S HAIRGIRLAPPROVEDPRODUCT AND BRAND STRATEGY
WE APPLIED THIS GIRLAPPROVED INVENTION OPTIMIZATION PRO-CESS ACROSS ALL OF THE 18 HAIR PARAMETERS . . .
GUY’S HAIRGIRLAPPROVED
GUY’S HAIRGUY’S HAIRAXE HAIR FINAL PRODUCT
GUY’S HAIRGIRLAPPROVEDFINAL PRODUCT
PRESS RELEASE
GUY’S HAIRGIRLAPPROVEDCOMMUNICATIONS : COMMERCIAL
ISOFFICIALLY
GIRLAPPROVED