Garnier’s ‘blind use test’ woos consumers across India

28 Apr,2014

By A Correspondent


With a keen understanding of the needs of Indian women when it comes to hair, Garnier Fructis recently engaged in another initiative by reaching out to college students, women from housing societies and bloggers in a unique manner by getting them to experience the new Garnier Fructis Long & Strong shampoo and conditioner through a ‘blind use test’ campaign.


The on-ground and online activation of the campaign was conducted in various cities across the country including Pune, Patna, Guwahati, Ludhiana, Lucknow, Jaipur, Coimbatore and Vijayawada.


Conceptualized and executed by digital marketing agency FoxyMoron, the online campaign kicked off with over 50 top beauty and lifestyle bloggers across India experiencing and reviewing the new Garnier Fructis Long & Strong shampoo and conditioner. Bloggers received a package of the ‘Love Long Hair’ shampoo and conditioner and used it for a period of two weeks. Upon revealing the name of the brand within two weeks across Facebook, Twitter and YouTube, their reactions were captured on video.


Commenting on this activity, Rupika Raman, General Manager, Garnier said, “We were very excited to undertake this consumer outreach activity as our aim is to educate consumers about the Garnier Fructis’ new and improved formula and also to capture real experiences and feedback of consumers. Our formula has changed and it is important for us to reach out to consumers and get them to try the product and see and feel the difference themselves. After the activation, it is wonderful to see such an overwhelming response from our consumers, which also means that new generation Garnier Fructis has met its consumer expectations.”


Harshil Karia, Co-founder & Digital Strategist, FoxyMoron commented, “Quality perception is highly related to a consumer’s purchasing behavior. Hence, the ‘Love Long Hair’ campaign aimed to generate trials for the new, improved Garnier Fructis shampoo and conditioner and simultaneously, also develop loyalists through advocates of the brand who influence consumer preferences.  The biggest learning for us has been the importance of developing a deeper and strategic connection with influencers on the digital platform.”



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