High on hair: Park Avenue adds fizz to men's shampoo
By Arnab Dutta | August 26, 2013
Park Avenue of J K Helene Curtis Ltd has added a new innovation in the men's hair care segment by launching the first-ever beer shampoo in India across 8 Metros. Positioned at Chemists, General Stores and MTOs, and covering most of the A class retailers, the product visibility at retail, designed by DY Works and fabricated by Shapes Communications, involved lot of planning and processes. Here's a look.
With the USP being real beer as ingredient and the message being: "Now a man can shampoo like a man shouldâ€, the product is positioned at Chemists, General Stores and MTOs, covering most of the A class retailers.
Anil Kulkarni, Director, J K Helene Curtis Limited, said speaking about the product and on the shopper insight that went into its launch, "J K Helene Curtis Limited with its Park Avenue Beer Shampoo has created a path-breaking category in the hair care segment by launching the first-ever shampoo for men in India. This is primarily because of the main ingredient - Beer - which is associated with fun, and offers a shiny, smooth and bouncy feel to the hair. We, in our research, have found that men do not invest in personal hair care products and instead used female shampoos. With Park Avenue Beer Shampoo, we wanted to give the man a shampoo created specifically to meet his hair care needs and it's time to revel in the glory of making men conscious about personal grooming.â€
Well, the product launch with the packaging as well as the POP units have been planned keeping the brand's core message alive and helping it stand out from the clutter in the shampoo category. The POP unit has been designed by DY Works and has been fabricated by Shapes Communications.
The objective of the display was to highlight the unique bottle design and announce the entry of a new shampoo in the already cluttered market keeping in mind the target audience -- men in the age group of 21-25 years. For this, a unique POP unit was to be created in order to grab the shopper attention, while maintaining the focus on the image of the Beer shampoo.
Thus creating a product experience, right from exhibiting the product packaging to the product USP "Beerâ€, was what the fabricator had in mind. "The main challenge that was faced while working on this was the selection of material for conversion that needed to go well with the story line, while being cost effective,â€ says Prashant Sawant , Director of Shapes Communications Pvt.Ltd.
Several Material & processes had been used in the making of the Beer Shampoo POP unit. Design 1 being the Counter Display Unit, which was made in combination of 5mm M.S wire with powder coating and digital print on vinyl with lamination mounted on foam board sheet for Branding.
Design 2 involved the Flange, wherein a front back screen printing on ABS with profile cutting on laser machine and M.S powder coated flange was used for installation. Base material ABS & Screen printing were specifically used to enhance outdoor life.
For Design 3 which included the Parasite, a combination of 5mm M.S wire with powder coating and digital print on vinyl with lamination mounted on foam board sheet was used for Branding.
For MTO (modern trade outlet) a floor standing unit was made in 18 MM Ply with router cutting, using coloured laminate to match product packaging. It also used digital print on vinyl with lamination for Branding.
Apart from the intricacies of the fabrication of the unit, for the design element, DY Works took the brief and found an opportunity in linking the product benefit of shiny hair and the communication proposition of "Party Time for Hairâ€. "The idea was also to break away from the category colours of black and adopt the brand colour of yellow in a more effective manner,â€ says Devatanu Bannerjee, Vice President - Retail, IT & New Media, DY Works. The consumer immersion done by the DY Works team suggested that one of the strongest triggers to purchase for the brand was the bottle silhouette. The bottle silhouette would also become the key visual for the retail element.
The most critical challenge lay in replicating the a larger-than-life Beer Shampoo bottle in a cost effective manner. Here the execution partner's role was critical in bringing the designs alive.