SCENT
In terms of scent, the 3 products vary in their selection of fragrances from floral to fruits. We deduced that each of the product’s scent is dependent on the manufacturer’s preference. Since the main claim of the product is to fight dandruff, the scent only adds to the aesthetic factor of the product. We also deduced that some of these scents are used to hide the odours of the other ingredients. Compared to the other two brands, Head and Shoulders focuses the most on scent in its marketing approach.
PRODUCT CLAIMS
All 3 products mention the active ingredient that makes the anti-dandruff property of the shampoo. The 3 products not only promise to rid the hair of dandruff but also to maintain healthy hair conditions.
PACKAGING
Packaging of the 3 products involves both ergonomics and aesthetic factors. From here, we know that packaging is an essential aspect of a brand’s marketing strategy. As we can observe from the product claims on the packaging, Head and Shoulders focuses more on its scent and cooling feeling. This is in stark contrast to CLEAR’s ActiveCare and Sunsilk’s VitaCare, where they focused more on the dandruff-fighting ingredients.
From our survey, most people look to Head and Shoulders as the brand for anti-dandruff shampoo. Our analysis of the packaging and product claims, also shows that Head and Shoulders is the trusted brand that markets itself as the specialist in anti-dandruff treatment. Clear and Sunsilk is not so popular for its anti dandruff properties, hence the need to convince consumers of the anti-dandruff properties in their shampoo.
Standing out on the shelf is also part of a manufacturer’s strategy. Hence the varying bottle shape that we have among our 3 products. Each bottle shape is unique to its own brand from product recognition.
