Creative Strategy & Concepts

Creative Strategy & Concepts

Advertising Problem

Various researches have proved that it is very difficult to change a man or even small part of his life. Men just don't take it seriously or even they care, they just don't deal with it. It is a sensitive issue for men but it does affect their appearance and confidence.

Healthy hair brings a sense of youthfulness, strength and virility. Loosing hair is a sign of men aging.

The problem of hair loss leads to decline of distortion of confident for a men. Therefore, the opposite sex is less attracted to those men who had a hair falling problems.

Advertising Objective

Help men to recognize the issue and show them a solution that is simply just need them to do some small changes.

Convince and encourage men that by spending a few extra second on applying the new CLEAR Scalp Tonic daily can make a huge different in life.

Promote CLEAR's profile among business / Corporate sectors, generate population and increase market sales and establish as top market leader in the segment as a brand that offers specially formulated shampoo with the implement treatment technology that specially designed for men scalp (CLEAR, 2012).

Target Market

Independents aged from 20 to 30 who are young, energetic, confident, and always busy with their work or study and living an active lifestyle. They are people who currently have hair thinning or falling problem due to stress, unhealthy routine, inappropriate dining, frequent and habitual use of chemicals etc. Yet they choose doing any changes.

It's a very sensitive issue for men and keeps as their deep secret.

Various researches have shown that around 70% of men have declared hairs as a important feature of self image and 62% agreed that hair loss affect the self esteem as well. 42% of the men showed strict concerns over getting bald. Similarly, around 43% men linked the problem of hair fall to the lost of personal attractiveness (Hair Loss: Emotions and Feelings, 2011).

Don't take it as an issue to them or even bother.

Never thought they will have problem of hair falling or baldness and think it will never happen to them because they are still young.

By research, it is estimated that half of all men in the UK will suffer from Male Pattern Baldness to some degree by their 50th birthday, but for approximately 25% of men with the condition, they will start losing their hair when they are in their late teens or early twenties.

Have a mindset their hair will be healthy and won't be experiencing hair fallings long as they wash it.

Or simply just don't realize about their problem.

Brand Essence and Personality

We want the brand, CLEAR, to be known as a brand of substance and technology superiority that also has style and soul as well as a brand personality of CLEAR that is modern, cool, edgy, bold and confident. Positioning as Unilever's leading anti dandruff shampoo brand that specialize in the study of scalp and hair and it's also been pegged as the world's leading ...