TRESemme


Speaking of toiletry products, TRESemme is an interesting brand worth talking about. As its tagline says "Only for professionals", it is positioned as a range of professional but affordable hair-care products. In a sense it's trying to challenge Vidal Sassoon. Its TVC looks cheap and it's quite funny. Funny because it is self-defeating : if the brand is only for professionals, it shouldn't be sold in supermarkets and drugstores in the first place ! The professional claim of Vidal Sassoon is backed by its reputable hair saloons and hair stylists. For TRESemme to succeed against Vidal Sassoon, its distribution should be limited to hair saloons as consumers have to see hair stylists really using it to be convinced. And the saying can be something like "Not sold in supermarkets, strictly for professionals". Just some thoughts.

Comments

Unknown said…
Totally agree with your opinion!

When I watched this TVC at very first time, I got confused : i am definitely not a hair professional and unqualified to use these products following it claims, so should I buy the products?

Yes, people sometimes want to try something prohibited by others. The marketer of TRESemme maybe want to utilize this psychological phenomenon. But I doubt whether it works this time.

Personally, I haven't planned to try it yet.
10:22 pm
Louis Lau said…
Also while it's making a claim that it is only for profesionals, support is missing to tell us why or how professional it is. Is it some special ingredients ? Or some other good benefits not offered by anyboody else ? Claim without support is an empty claim.
11:06 am
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