"There are many opportunities in the sector," said Gale Choong, marketing manager at Unilever Singapore. "Anti-dandruff shampoo faces the stigma of a hardcore, medicinal formula. We want to portray the product as a modern, younger, accessible brand."
The launch campaign, developed by Lowe Worldwide, delivers the straightforward message — 'Removes dandruff from the first wash' —through a no-frills TVC free of hair-flicking models.
Clear will compete head-to-head with Procter & Gamble's established incumbent, Head & Shoulders.
Meanwhile, Lux has launched its latest range of body washes with an entirely new brand platform, which taps into the insight that all women possess some degree of vanity.
"Women like to look gorgeous and enjoy that confidence which makes them feel like anything's possible," said Carolyn Tan, marketing manager, Unilever Singapore.
Developed by JWT, the ATL executions focus on a beauty box of vanity items —hairbrush, perfume, makeup, and so on — with Lux's shower creams touted as the initial step to a 'radiant, beautiful transformation'.
Taiwanese singer Jolin Tsai has been selected to endorse the brand in order to appeal to a younger audience. "Previously, Lux stars were more mature," said Tan, referring to the previous spa range endorsed by Joanna Teh. "But we are trying to bring the Lux brand to a younger audience. These are the people with high purchasing power. They are the new market."
Clear will compete head-to-head with Procter & Gamble's established incumbent, Head & Shoulders.
Meanwhile, Lux has launched its latest range of body washes with an entirely new brand platform, which taps into the insight that all women possess some degree of vanity.
"Women like to look gorgeous and enjoy that confidence which makes them feel like anything's possible," said Carolyn Tan, marketing manager, Unilever Singapore.
Developed by JWT, the ATL executions focus on a beauty box of vanity items —hairbrush, perfume, makeup, and so on — with Lux's shower creams touted as the initial step to a 'radiant, beautiful transformation'.
Taiwanese singer Jolin Tsai has been selected to endorse the brand in order to appeal to a younger audience. "Previously, Lux stars were more mature," said Tan, referring to the previous spa range endorsed by Joanna Teh. "But we are trying to bring the Lux brand to a younger audience. These are the people with high purchasing power. They are the new market."
