Abstract:

L'Oreal has a third shampoo to add to the Elseve range, Frequence; a mild shampoo to cope with hair that is frequently washed. The objectives of the research reported here were:

1. To establish to what degree the points of the advertising strategy were communicated by each approach;

2. To produce a general framework of understanding what is meant by frequent hair washing and respondents feelings about the effect on hair both short and long term;

3. To assess how far the language used in the concepts relates to consumer vocabulary in the area.