Abstract:

The women haircare market is one of Britain's most competitive, with activity at its most intense in the shampoo and hairspray sectors, whose rapid growth in recent years has been brought about by heavy advertising and promotional investment. In the face of increasing competitive pressure Beecham decided to relaunch its most important toiletry property - the Silvikrin range of shampoos and hairsprays. The strategy for relaunch was to combine those factors with a conditioning element in such a way as to create a strong unique and competitive stance against the total market. This paper is concerned with the creative strategy for Silvikrin Hairspray and Shampoo.