"My dad uses it when he washes our dog."
As a brand manager, it's not what you would want to hear about your product. Unfortunately, it's exactly what we heard about VO5 shampoo, which sits on the bottom shelf of most grocery store aisles, plastered with sale stickers.
What's the problem?
Last year, VO5's U.S. operations were sold to High Ridge Brands. Home to Zest, Coast and Rave, High Ridge targets under-performing companies (many of them, coincidentally, soap manufacturers) and re-brands them to turn a profit. In order to turn a profit, High Ridge Brands must find a value proposition that justifies a price increase.
Why does it matter?
If VO5 doesn't turn a profit, it will (quite literally) die. High Ridge isn't going to invest in reviving it forever. (And how will that guy wash his dog if it does?!)
How can we solve it?
VO5's most loyal customers have curly hair. We can capitalize on this niche need to build a devoted consumer base.
In the value shampoo category, curly hair is tangled with straight hair terms, treated as an affliction that requires treatment like dandruff, thinning or frizz. In reality, the 80 million American women with curly hair love their locks. VO5 can become a rallying force in the curly community.
VO5 treats curly hair as a badge, not a burden.
Curly Hair Handbook