The level of brand loyalty to mass shampoo brands is very low because of risks that the customer will not believe in perfect recovering qualities of the new SOS series.
We launched an all-Russian blind testing led by a famous hairstylist Vlad Lisovets along with a well-known singer Yulia Savicheva and a beauty blogger Yulia Grebenkina.
During the teasing campaign we received about 800 comments, 95 percent of which were positive.
What a surprise it was for customers to find out that the no name product turned out to be Fructis SOS from Garnier. The number of impressed consumers keeps on growing..
For 3 days of a TV campaign there were ordered 4000 white no brand kits from spasenievolos.rf website. They all were named Hair Rescue with Vlad Lisovets.