Clairol shampoo positioning

Positioning is about building a single-minded value proposition in the mind of the consumers. In the shampoo category, Head & Shoulder (the brand name speaks for itself) = anti-dandruff, Vidal Sassoon = professional, Ascience (Asian + Science) = tailored for Asians. And Clairol = smell great in this case. Positioning gives consistency to the other 4Ps. How would you support a brand of shampoo that is said to smell great ? Very simple. Continuously renewing its range with attractive fragrances. This is exactly how Clairol is trying to build its positioning.

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