Advertisement Analysis

I chose to analyze a YouTube Pantene Pro-V advertisement and provide my findings. The product is Pantene Hair Biology Grey and Glowing purple shampoo that helps enhance a women's grey hairs. This message was for women with grey hair who want to embrace their natural beauty. The instinct, beside what is dictated by the common culture has forced women to try to look young in order to be considered beautiful. What Pantene is doing is to combat against all those beliefs by encouraging women with grey hair not to define their beauty by dying their hair; but by accepting their true selves. At the end of the ad, it even stated, “the more grey hair we see on women, the less we need to talk about it”. This shows how Pantene wants grey hair to be more widely accepted in today's culture as being beautiful.

The outstanding element of this ad was the absence of music which made the focus solely on the people who were talking and sharing their stories. The focus was the women’s stories and for people to hear how they were feeling. They were able to have our attention focused on this from the minimalistic color palette of the set and of the women's wardrobe.

The ad was more focused on selling an experience of beauty with the product, than the product itself. Pantene had casted women of diverse backgrounds, ages, and races to play a part in the ad, to reach out to all target markets of mature women.

Target market for Pantene is women who want to maintain and care for their healthy hair, as well as to be able to style it in trendy ways. This specific Pantene product, targets women who have recently gone grey, or who have been hiding their grey hair. Pantene wants these women to embrace their beautiful grey hair and disassociate it with age and not being beautiful.

Geographic

· Region: Europe

· City/Area Size: Average city populations

· Density: Urban and Suburban

Demographic

· Age: 30-60 (Women with grey hair)

· Gender: Female

· Marital Status: Married or Single

· Income: $35,000- $75,000

· Occupation: Employed (White collar jobs)

· Education: College or University Graduate

· Home Ownership: Condo or Homeowner

Psychographic

· Personality Trait: Strong and Extroverted personalities

· Lifestyle Values and Approaches: Confidence and Self-Love

· Beauty Regimen: Well-maintained care for personal expression of beauty

· Media Habits and Technology: Phone, laptop, and tablets used to search the internet, YouTube or social media platforms (Instagram, Twitter, Facebook, Pinterest, etc.)

Behavioristic

· Main Occasion for Product use: For cleaning your hair or to prep it for styling

· Main Product Benefit: Helps to maintain silver hairs shine and vibrance.

· Primary and Secondary Product Usage: To clean buildup and dirt that’s in your hair, and to give life to your hair before styling

· Frequency of Use: Daily or every few days

· Frequency of Purchase: Every one or two months

Persona of Target Audience

This is Hellen. She is in her early thirties and lives in London. She is a college graduate working in a dental clinic. She is married and has recently gave birth to her second child. She made the decision not to dye her hair anymore when she was pregnant. At first some people around her, especially in the workplace, put her into shame. This is because, to them, she looked older than her age. However, for Helen who was cautious about her child’s health and was a busy mom, it was not hard to neglect their viewpoints.

Now she has passed her journey through getting to her hair real color, she feels more confident and natural.

https://www.dailymail.co.uk/femail/article-7529673/Women-young-27-going-prematurely-grey-embrace-silver-locks-Instagram-campaign.html