5 Tips for a Successful Shampoo Marketing Strategy

FCB x Head & Shoulders Shampoo Marketing Collaboration

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Head & Shoulders is a shampoo brand, initially targeted towards middle age men. Therefore, they originally marketed their product and aligned their marketing campaigns with a masculine approach. They definitely organised their marketing messages to appeal to men and is evidently shown in their advertisements, as well as in this campaign.

China has one of the biggest fan bases for the European Soccer Leagues, which made sense for Head & Shoulders to leverage this customer segment in order to appeal to more people. Hence, the brand collaborated with one of the most popular soccer clubs in the league – Football Club Barcelona (FCB).

Marriott is enforcing wall mounted toiletry dispensers in the showers of their managed North American properties. They’re not the only ones going in this direction, it’s cheaper and they get to pretend their motivation is the environment.

I have five concerns with wall mounted dispensers replacing individual bottles.

1. Authenticity While some upscale hotels in China have been known to distribute counterfeit branded toiletries even in individual bottles to save money, it’s far more likely that you’re getting what’s on the bottle when it’s in the bottle versus just refilled into a branded package on the wall. You don’t know what you’re really getting when you don’t see the package.

2. Security Previous hotel guests might find it funny to put something other than shampoo or bath gel in the bottles, or to mix them up. Last year someone replaced the soap in dispensers at the Detroit airport with bodily fluid and you don’t know who was staying in your room before you.

3. Germs I just don’t believe that the dispensers themselves get thoroughly cleaned and sterilized between guests. Here’s a National Institutes of Health study on bacterial contamination of bulk-soap-refillable dispensers.

4. Availability Housekeeping just doesn’t refill these, the way it’s obvious when a bottle has been opened or is missing.

5. Experience. It’s not a premium experience. There’s no ‘take away’ to remember the stay.
   Indeed I use shampoo and bath gel at home that I discovered at a hotel, I imagine many of you do too.

I stayed at the same Marriott Courtyard two weeks in a row last month and was assigned the same room both times. My bath gel was empty throughout my first stay, and it was still empty a week later. In fairness they say they’re moving to more transparent dispensers where it will be easier for housekeeping to see when top off is required, however I haven’t found that to actually work.

For the past few days I stayed at the Hyatt Regency Lake Washington in Renton outside of Seattle for the second time this year. It is a gorgeous hotel, on the water, and right next to the Boeing factory so many rooms have a view of planes waiting for their finishing touches.

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A post shared by Gary Leff (@garyleff) on Feb 9, 2018 at 7:27am PST

This hotel has wall mounted toiletries too, C.O. Bigelow.

There are two things they’ve done that should in theory address my concerns.

• First a guest cannot simply pop the top and put something inside. They’re ‘locked into place’. But that means it’s more effort for housekeeping to refill the bottles.

• Second the very bottom of the bottles is transparent so housekeeping can see easily when it’s time for a top up. Note that it’s only the bottom of the bottles, so expect you may run low even if they’re taking their queue from this transparent window.

Unfortunately during my stay I checked in and the bath gel was empty. And it wasn’t refilled at all during my three night stay.

By the way I have long liked C.O. Bigelow, but I’m not inclined to have the same affinity for the stuff when it’s in a wall mounted dispenser. They’re also in American Airlines lavatories. Is it strange this makes me downgrade my estimation of C.O. Bigelow while upgrading my estimation of American’s (pre-Project Oasis) lavs?

Wall dispensers do not work. Stop the madness.

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