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Success Case Study: Nuggela and Sulé; A shampoo with a cosmeceutical approach built on alternative "natural" based therapies

Success Case Study: Nuggela and Sulé; A shampoo with a cosmeceutical approach built on alternative "natural" based therapies

  • February 2016
  • 22 pages
  • ID: 3638578
In this report:
After TV, the Internet is the channel with the highest influence globally on purchasing decisions, with social networks ads, PPC, and interactive formats being those with the highest persuasive power, according to Deloitte's Digital Democracy Survey.
According to a recent report from AINIA Technology Centre, ##% of consumers consider efficacy the most important attribute in relation to cosmetics, and ##% of shoppers will pay ##% more for select cosmetic products that guarantee higher efficacy in the expected results.

Summary

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Brief

The haircare market value in Spain (ES) is anticipated to increase only 6.50 percent over the period 2016-19, while Europe (EU) overall has forecast growth of 7.50 percent for the same time period. This shows distinct approaches need to be used by cosmetic companies in order to find some differentiation and success in this highly ambitious environment. Firms are thus motivated to adopt additional strategies, and the use of nature-inspired formulations, plant-derived ingredients, and "natural" beauty oils is one way to stand out on the shelf, as seen in various shampoo launches in the final year.

Main highlights

- This onion shampoo, based on a traditional "natural" remedy (the use of onion juice to strengthen hair and prevent hair loss), capitalizes on the growing popularity of "natural" remedies and alternative therapies in the country to appeal to Spanish shoppers and convince them of its effectiveness and expected results. Belief in the idea the product works as promised, which also implies bigger quality, is also supported by its professional image, as the shampoo is only distributed through medical retailers (including pharmacies and herbalist shops).

- The product based its promotion on online marketing strategies and online PR activities involving social media and beauty bloggers. These proved very successful tools to influence consumers' final purchasing decisions.

Abstract

"Success Case Study: Nuggela and Sulé" is part of Canadean's Successes and Failures research and explores the reasons for the success of this product in Spain (ES).

- WHAT? Distinguish the characteristics of Nuggela and Sulé shampoo.

- WHY? Discover how Nuggela and Sulé succeed with its interesting cosmeceutical approach.

- TAKE-OUT: Learn from this intelligent strategy, seeking farther opportunities in the haircare segment.

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