Magazine article Marketing

Adwatch: Clairol Herbal Essences - 'Deep Nourishment'

Magazine article Marketing

Adwatch: Clairol Herbal Essences - 'Deep Nourishment'

Article excerpt

In many categories in which brands operate today, committee-based insight-generation workshops, a desire to maintain the status quo and the use of confidence-bolstering 'normative driving' conservative research practices lead to a communications 'pinhead disco' - one where lots of brands dance in similar ways, on the same part of the dancefloor, around the same handbag.

Around the handbag today it's the haircare category, where any idea of dancing in a different way is rejected by most brands. The comfort blanket of hair-porn, the 'swish', the 'emotional cleansing' of hair-washing and the 'physical nourishment' of conditioning manifest themselves, in the case of Herbal Essences, in an overt homage to soft porn.

In this ad the hair model twirls underwater as she 'deeply nourishes' her hair with the new conditioner - underwater being a metaphor for the cleaning experience, I suppose. Meanwhile, a sexy voiceover informs us that coconuts and Hawaiian hibiscus extracts are used to enable 'deep nourishment and shine'. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.