Direct Competition Suave Keratin Dry

Direct Competition

Suave Keratin Dry Shampoo

Suave is also owned by Unilever, like Tresemme. Suave dry shampoo comes in three different forms. These are Dry Shampoo Spray, Waterless Foam Shampoo and Dry Conditioner. The first two are direct competitors for Tresemme products, and the first is the main competitor in the dry shampoo market. Suave Dry Shampoo Spray is available for $2.89 on Amazon for a five ounce container, compared with $3.74 for a 5.7 ounce container of the equivalent Tresemme product, Fresh Start Waterless Dry Shampoo. Suave was positioned for several years as a discount brand, but has in recent years been repositioned as a quality brand (Clements, 2013). While it appears to target a different demographic -- families -- Suave has a similar price, positioning and quality level to Tresemme.

L'Oreal

The L'Oreal brand is the namesake brand of the Paris-based L'Oreal Group. The company has one dry shampoo, Everstyle Texture Series Energizing Dry Shampoo, which is priced at $9.95 for a 3.4 ounce container on Amazon (2013). The company's target market for consumer products is teenagers and young women (Cooly, 2010). The pricing for this product indicates that it occupies premium positioning relative to Tresemme, despite its target market being a younger demographic. The implied quality is higher, as well, though there are no customer reviews to confirm this theory.

Got2b

Got2b is owned by Germany company Henkel. The brand is tagged as "inspired by street styles, designed by stylists, and is marketed as a "trendsetter" that "lets you express your attitude." The brand is focused on styling products rather than personal care (Henkel, 2013). Its dry shampoo product is Got2b Rockin' it Dry Shampoo, which is sold on Amazon (2013) for $6.50 for a 4.3 ounce container. Got2b targets teenage girls in particular with an aspirational message. The product reviews on Amazon suggest that it has a higher quality level than Tresemme so despite being priced higher it is a strong direct competitor.

Psssssst!

The Psssssst! brand is well-established in dry shampoo. It is owned by Freeman Beauty Labs. The brand comes in several varieties, including the regular Dry Shampoo and Dry Shampoo Wavy Curly. On Amazon (2013), the regular Psssssst! is priced at $5.71 for a 5.3 ounce container. The product reviews on Amazon (2103) indicate higher customer satisfaction than with Tresemme. It is difficult to infer from the marketing who the target market for Psssssst! might be under Freeman's ownership.

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