Marketing Shampoo -- Selling sex with soap suds
Shampoo's main function as a product may be to clean hair, but when it comes to advertising, no form of marketing succeeds more potently to sell this cleansing product to women than the marketing of feminine sex appeal. 'Buy the product, and be a sexy woman/girl.' This may not always come across as good clean fun in the eyes of the consumer, but, even if us not strictly dirty advertising, the need to sell sex as part of the image to the typical female consumer of shampoo cannot be underestimated. What else will distinguish what is otherwise a fairly indistinguishable product, other than the promise of sensuality via the right kind of soaping and suds?
While much of Chapter 7 of Reading Culture by Diana George and John Trimbur makes much of how the female body has been used as an image to 'sell' different objects throughout advertising history to men, shampoo advertising of even such mid-market shampoos such as Pantene, Herbal Essences, and Garnier are notable in the ways that the female image and body is used to sell a product designed for women, to women, by encouraging the consumer to think of herself as becoming increasingly sexy via the use of the product, albeit sexy in different ways.
Pantene is marketed to an older demographic, and makes use of a more European and International marketing strategy, filled with scientific jargon. Herbal Essences is targeted to younger women, who wish to be natural and healthy, and not shellacked with products, yet Herbal women still apparently want come across as sexy and fun like the product's celebrity endorser, the hip-hop star Ashanti. Lastly, Garnier Fructis has the most downscale and 'down with it' teenybopper image, but amidst the cute quizzes and lingo, the promise of sexiness through shampoo is never far from the reader or web surfer's eye.
True, Pantene's actual advertising text on its website, as well as in its television, magazine, and newspaper advertisements purely stresses the health benefits of the Pantene product, not overt sensuality unlike Pantene's youth-oriented competitor products. But the subliminal messages behind the Pantene ads are clear. The pure white of the blank surface of the ads, the near-white text of the advertisements all sets off the mirrored, shiny surfaces of the hair of its models and validates the Pantene European model's appeals, rather than purely the health of their shiny, long hair. After all, hair is essentially dead -- and Pantene is not a medical shampoo that performs a function like the removal of dandruff or lice or some other non-sexy functions. The reason that a consumer might chose Pantene over a rival product is sexuality, pure and simple.
'99% stronger hair in just one week." One of the funniest aspects of the Pantene ads is the way that they make use of medicinal claims in their advertisements, like toothpaste ads that proclaim the carefully measured preference of dentists for one brand over another. The hair of the models seems impossibly long, questioning to some extent the ethical veracity of some of these ad claims, while not being strictly unethical in a technical sense, except perhaps to obfuscate the issue of who was doing the measuring of strength and length. The image one is greeted with when one accesses the site is that of a beautiful, near naked women with shimmering rivers of hair splayed out into blank, fantasy wall of apparently imaginary purity and whiteness. Not only might the savvy consumer wish ask, what does 99% stronger for these impossibly pampered models mean and how does one test this upon ordinary people, but what woman today really wears her hair like this, in long and shimmering ripples?
Pantene seems to appeal to a customer seeking to embody Pre-Raphaelite ideals in her own body and hairstyle, rather than the cutting edge of trends. Even though she may also, on the surface, seek to improve her physical health, and also seek a relative bargain in her shopping, given that...
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