The only thing worse than a bad hair day is an entire bad hair year, which is what many Israeli women encountered when Pantene's Perfect Curls hair cream stopped being distributed in their country. In response, the passionate, curly-haired women set up a Facebook page in protest of the regional changes.
Although the distribution issues were out of Pantene's hands for a time, the brand thought of other ways it could brighten the days of its customers. When women complained that their "curls are sad," they were sent tickets to a comedy show, or when women expressed in frustration that nothing looks good on them because of a perpetual bad hair day, Pantene treated women to a shopping spree. Eventually, the Pantene product did make it back to Israel, which resulted in happy hair, happy women and a happy ending.
Feel-Good Hair Campaigns
Pantene Delivered Personalized Remedies for Bad Hair Day Situations
Trend Themes
1. Personalized Hair Solutions - Opportunity for haircare brands to deliver customized remedies for specific hair concerns.
2. Customer Engagement on Social Media - Brands can leverage social media platforms to engage with customers and address their concerns in a meaningful way.
3. Innovative Loyalty Strategies - Brands can use unique incentives like comedy shows and shopping sprees to strengthen customer loyalty and enhance brand perception.
Industry Implications
1. Haircare - Haircare brands can explore innovative solutions to address specific hair concerns and engage with customers.
2. Social Media - Social media platforms can be utilized by brands to build customer relationships and address their feedback.
3. Retail - Retailers can adopt creative loyalty strategies to enhance customer loyalty and drive sales.