Innova Relaunch 2009 Mood Presentation & Sales Argumentation
Prepared by : Wassim El Jurdi Brand Manager – Hair Care Division HO - Marketing Department
Important Market Success Factors:
1. Professional brands need an emotional world to create fascination and constant buzz 2. Strong need for constant news value for big AND small brands
3. Smaller brands sell better with deals of compact ranges with strong concepts
Innova Objectives and Strategy starting 2009 Objectives 1. Modernize brand image and increase emotional brand world 2. Improve shelf impact and standout 3. Deliver constant and relevant news value
Strategy 1. Emotionalize design & portfolio structure of Innova 2. Launch impactful, emotional and compact sublines 3. Support with strong new communication approach
New Portfolio Structure
• Clear and easy to understand benefit segmentation for Essential care and styling subrange (ie. Repair, Texture) • Constant news value via relevant Target subranges addressing either new target groups or capitalizing on main trends
New Portfolio Structure
Essential Subranges
Target Subrange GLAMOUR
CARE
STYLING HYDRATE
TEXTURE
COLOR
FIX
REPAIR
MOVE
SPECIALISTS
SMOOTH
SMOOTH
VOLUME
VOLUME
Essential Ranges
• Everyday ‘essential’ products • Brilliantly effective
• With clear benefits • Easy-to-understand and to use in the salon and at home
NEW Design
Strong branding on the front Clear colour coding: emotional,subrange specific banderole which creates high impact in the shelf easy to understand and puristic product description Strong branding on the front, brands enframe product description
Hydrate Innova Hydrate creates supple, shiny and manageable hair.
Hydrate Innova Hydrate creates supple, shiny and manageable hair.
Hydrate Shampoo
• Improves moisture, brilliance and elasticity while the amino acid penetrates and repairs the hair from within. • 300 ml
RL Code
Description
2302139
IND Inn Hydrate Shamp 300ml - 1173820 (2009)
Size 300ml
Hydrate 2 Phase Conditioner
• Softens and moisturizes dry, brittle and dehydrated hair while delivering deep repair, shine and manageability. • Leave- in formula for daily use.
• 250 ml
RL Code
Description
2302138
IND Inn Hydrate Cond 250ml - 1173810 (2009)
Size 250ml
Color Innova Color protects color treated hair for enduring fabulous color and radiant shine.
Color Innova Color protects color treated hair for enduring fabulous color and radiant shine.
Color Shampoo
• Cleanses, seals and protects colored hair from fading, delivering intense repair to chemically treated hair and shielding color from being faded by the sun. • Leaves the hair with a balanced PH • 300ml, 1500ml
RL Code
Description
2302132
IND Inn Color Shamp 300ml - 1173797 (2009)
2302131
IND Inn Color Shamp 1.5l - 1173794 (2009)
Size 300ml 1500ml
Color Silver Shampoo
• For white, grey or blonde hair. Violet blue agent neutralize yellow tones, amino acid repairs the hair structure. • 300 ml
RL Code
Description
2302147
IND Inn Silver Shamp 300ml - 1173859 (2009)
Size 300ml
Color Conditioner
• Lengthens the life of color while amino acids penetrate deep into the hair shaft for repair, protection and healthy shine. • Recommended after any coloration process.
• Rinse- off formulation for daily use. • 250 ml, 1500ml
RL Code
Description
2302130
IND Inn Color Cond 250ml - 1173793 (2009)
2302129
IND Inn Color Cond 1.5l - 1173791 (2009)
Size 250ml 1500ml
Color Leave-in Mask
• Provides color protection and brilliant shine, while deeply rebuilding the hair structure from within. • Leave-in formulation for daily use.
• 150 ml
RL Code
Description
2302125
IND Inn Color Treat 150ml - 1159325 (2009)
Size 150ml
Repair Innova Repair strengthens, smoothes and restructures weak and damaged hair.
Repair Innova Repair strengthens, smoothes and restructures weak and damaged hair.
Repair shampoo
• Cleanses gently the hair whilst adding natural nurturing ingredients to support vulnerable hair. Fortifies the hair structure with amino acids that help rebuild damaged hair from within. • 300 ml
RL Code
Description
2302103
IND Inn Repair Shamp 300ml - 1173828 (2009)
Size 300ml
Repair conditioner
• Restructures damaged hair from deeply inside and leaves the surface cuticle smooth and glossy. • Rinse- off formulation for frequent use. • 250 ml
RL Code
Description
2302154
IND Inn Repair Cond 250ml - 1173826 (2009)
Size 250ml
Repair treatment
• Repairs and restructures weak, damaged or stressed hair leaving it soft, tangle free and healthy with great shine. • Rinse- off formulation for weekly use. • 200 ml
RL Code
Description
2302144
IND Inn Repair Treat 200ml - 1173835 (2009)
Size 200ml
Repair Capsules
• Reduce breakage and improve the hair’s elasticity while smoothing the surface of every strand and adding healthy shine. • Leave-in formula for weekly use, 1 capsule per application. • 50 x 1 ml
RL Code
Description
2302142
IND Inn Repair Capsules 50*1ml - 1173825 (2009)
Size 50*1ml
Specialists Innova Specialists stimulates and strengthens, cleanses and clarifies with high performance for healthy hair & scalp.
Specialists Innova Specialists stimulates and strengthens, cleanses and clarifies with high performance for healthy hair & scalp.
Indola. It‘s all about you!
Strengthening Shampoo
• For fine and thinning hair. • A reinforcing complex stimulates the scalp and strengthens the hair from deep inside. • 300 ml
RL Code
Description
2302149
IND Inn Strength Shamp 300ml - 1173872 (2009)
Size 300ml
Hair Loss Lotion & Tonic Force+.in.complex, Pro vitamin B5, Camellia leaf extract, Ginseng root extract, Soybean protein, Biotin (vitamin H) Stimulate the cell regeneration process Activates blood circulation on the scalp Vitalizing and strengthening treatment against hair loss (andro genetic) • For fine and thinning hair. • Reduces hair loss by up to 20% after just 3 months of daily application. • Leave- in formula for daily use. • 7 x 7 ml mono portions / 100 ml
RL Code
Description
Size
2302137
IND Inn HairLoss Tonic 100ml - 1173808 (2009)
100ml
2302101
IND Inn HairLoss Lotion 7*7ml - 1173807 (2009)
7*7ml
Anti – Dandruff Shampoo
• Octopirox® for dandruff prevention • Effectively cleanses and removes dandruff from the scalp, also soothing irritated scalps and deterring the return of dandruff. • 300 ml
RL Code
Description
2302134
IND Inn Dandruff Shamp 300ml - 1173800 (2009)
Size 300ml
Anti – Grease Shampoo
• Pure in complex • Gently cleanses hair of all pollutants leaving it clean, supple and shiny. • 300 ml
RL Code
Description
2302136
IND Inn Grease Shamp 300ml - 1173803 (2009)
Size 300ml
Smooth Innova Smooth creates frizz free, manageable soft and smooth hair.
Smooth Innova Smooth creates frizz free, manageable soft and smooth hair.
Smooth Shampoo
• Cleanses & smoothes frizzy hair • ‘Liss in.complex’ reduces hair breakage natural apricot oil complex enhances shine • 300 ml
RL Code
Description
2302148
IND Inn Smooth Shamp 300ml - 1173868 (2009)
Size 300ml
Smooth Serum
3/5
• Improves the feel and texture of the hair at risk of frizz. • Macadamia nut oil shields the hair from atmospheric moisture and ensures a high gloss finish. • Leave-in formula for daily use. • 150 ml
RL Code
Description
2302118
IND Inn Smooth Serum 150ml - 1155859 (2009)
Size 150ml
Volume Innova Volume boosts fine and limp hair to the maximum for captivating and dramatic looks full of verve and abundance.
Volume Innova Volume boosts fine and limp hair to the maximum for captivating and dramatic looks full of verve and abundance.
Volume Shampoo
• Contains Volume.In.Complex, which strengthens the hair from within and provides long-lasting stability from outside without overburdening the hair. • Rich in nutrients and minerals, the weightless formula gently cleanses and strengthens the hair from within.
• Use daily • 300 ml
RL Code
Description
2301295
IND Inn Volume Shamp 300ml - 1178197 (2009)
Size 300ml
Volume Conditioning Spritz
• Contains Volume.In.Complex, which strengthens the hair from within and provides long-lasting stability from outside without overburdening the hair. • Rich in nutrients and minerals, the weightless formula conditions, improves ‘compatibility’ and strengthens the hair from within.
• ‘Leave in’ formulation • Use daily • 250ml RL Code
Description
2301296
IND Inn Volume Spritz 250ml - 1178198 (2009)
Size 250ml
Volume Hairthickening Elixir
4/5
• Contains Volume.In.Complex, which strengthens the hair from within and provides long-lasting stability from outside without overburdening the hair. • With super hold film formers and volumising chitosan, the special formula creates maximum volume without overburdening. • Apply on towel-dried hair before blow drying, for a 48 hours push-up effect. • 150ml
RL Code
Description
2301293
Innova Volume Elixier 150ml - 1178177 (2009)
Size 150ml
Texture Innova Texture creates individual styles with texture, definition and shine for an optimum versatility.
Texture Innova Texture creates individual styles with texture, definition and shine for an optimum versatility.
Texture Fibre Gum
4/5
• Fibre.In.Complex with elastic fibres and pro vitamin B5 for a moisture boost • Provides texture to create personalised hair style
• Apply to damp or dry hair • Ideal for short to medium hair length •130ml
RL Code
Description
2302115
IND Inn Tex Fibre 130ml - 1155855 (2009)
Size 130ml
Texture Strong Gel
4/5
• Control.In.Complex with strong resins and pro vitamin B5 for moisture boost • Strong long lasting hold • Controls the most extreme hair styles • Apply to damp hair • 250ml
RL Code
Description
2302121
IND Inn Tex Strong Gel 250ml - 1155877 (2009)
Size 250ml
Texture Glue
5/5
• Power.In.Complex with a special combination of 5 resins
• Ultra strong hold until next shampoo • Apply a small amount of the glue at a time to damp or dry hair • 150ml
RL Code
Old Code
Description
2302114
2301267
IND Inn Tex Glue 150ml - 1155854 (2009)
Size 150ml
Fix
Innova Fix creates strong hold and control for long lasting styles.
Fix
Innova Fix creates strong hold and control for long lasting styles.
Fix Mousse
3/5
• Control.In.Complex with combination of 3 strong resins and pro vitamin B5,for a moisture boost. • Shake well before use • Suitable for all hair types • 300ml
RL Code
Description
2302109
IND Inn Fix Mousse 300ml - 1155799 (2009)
Size 300ml
Fix Spray
3/5
• Control.In.Formula with strong holding resin • Strong firm hold finish even in humid conditions • Fine quick-drying spray • 300ml
RL Code
Description
2302111
IND Inn Fix Spray 300ml - 1155824 (2009)
Size 300ml
Fix Gel Spray
4/5
• Control.In.Formula with strong holding resin • Long lasting strong hold • Creative and strong styling or fixing spray • Use on damp or dry hair • 300ml
RL Code
Description
2302105
IND Inn Fix Gel Spray 300ml - 1155533 (2009)
Size 300ml
Move
Innova Move creates flexible natural hold and control while keeping the style reworkable.
Move
Innova Move creates flexible natural hold and control while keeping the style reworkable.
Move Mousse
1/5
• Gives flexible control, volume and manageability. • Apply evenly to damp or dry hair • 300 ml
RL Code
Description
2302119
IND Inn Move Mousse 300ml - 1155871 (2009)
Size 300ml
Move High Spray
1/5
• Fine quick drying spray • Creates flexible, natural hold even in humid conditions. • 300 ml
RL Code
Description
2302123
IND Inn Move Spray 300ml - 1156686 (2009)
Size 300ml
Move Shine Spray
0/5
• Delivers ultimate shine and form, evenly distributed by a micro fine spray. • Spray at a distance of approximately 30 cm • 300 ml
RL Code
Description
2302102
IND Inn Move Shine Spray 300ml - 1155860 (2009)
Size 300ml
Glamour
Innova Glamour with precious oil elixirs for a mirror like shine to all types of hair.
Glamour
Innova Glamour with precious oil elixirs for a mirror like shine to all types of hair.
Illuming Hair Bath - Shampoo
• All type of hair for tangible soft and silky hair • Nourishes the hair • Restructure its surface • Gives mirror like shine • Available in 300ml
RL Code
Description
2302161
IND INN GLAMOUR SHAMP 300ML-1248298 (2009)
Size 300ml
Shimmer Treatment - Leave-on Conditioner
• Leave-in treatment, add shine and help to detangle • All type of hair that needs indulgence & shine
• Soothes the hair surface • Helps to detangle • Rebuilt the hair structure from within • Daily use on shampooed, towel dried hair. • Leave-in • 100ml
RL Code
Description
2302162
IND INN GLAMOUR TREAT 100ML-1248299 (2009)
Size 100ml
Crystal Hair Mask
• All type of hair that needs indulgence & shine • Restructures the hair structure deeply from the within
• Replenishes outer layer of the fibre • Leaves hair shiny • Apply weekly • 150ml
RL Code
Description
2302159
IND INN GLAMOURMASK 150ML-1248208 (RL2009)
Size 150ml
Sparkling Ends - Serum • All type of hair that needs indulgence & shine till the ends • Protects the hair against breakage • Prevents split ends • Gives a silky gloss finish
• Daily use on shampooed towel-dried hair before blow dry and/or on dry hair • Dispense 2-3 pumps into palm of hand and spread evenly. Gently massage into ends (avoid root area). • Do not rinse out • 50ml RL Code
Description
2302160
IND INN GLAMOUR ENDS 50ML-1248220 (2009)
Size 50ml
20 products: Care
Hydrate Shampoo 300ml Hydrate Conditioner 250ml
Anti Dandruff Shampoo 300ml Anti Grease Shamp300m Strengthening Shampoo 300ml Hair Loss Tonic100ml Hair Loss Lotion 7*7ml
Color Shampoo 300ml / 1.5l Color Conditioner 250ml / 1.5l Silver Shampoo 300ml Color Treatment 150ml
SmoothShamp300ml
Repair Shampoo 300ml Repair Conditioner 250ml Repair Treatment 200ml Repair Capsules 50*1ml
Volume Shampoo 300ml Conditioning Spritz 250ml
11 products: Styling
Texture Fibre 130ml Texture Strong Gel 250ml Texture Glue 150ml
Move Shine Spray 300ml Move Mousse 300ml Move Spray 300ml
Fix Gelspray300ml Fix Mousse 300ml Fix Spray 300ml Smooth Serum150ml
Volume Hairthickening Elixir 200ml
4 products: Target Range
Illuming Hair Bath 300ml Shimmer Treatment 100ml Crystal Hair Mask 150ml Sparkling Ends 50ml
Innova Glamour with precious oil elixirs for a mirror like shine.
Indola. It‘s all about you.
