Garnier Fructis Case Study

Garnier Fructis Marketing Communication Strategy Introduced in 2003, Garnier Fructis was L’Oreal’s answer to major competitors such as Unilever and P&G’s mass-market products. Garnier Fructis entered the hair care market with its sleek and bright green bottles of extra creamy shampoo that smelled like fruits and was infused with natural ingredients. With its salon-inspired line of shampoos that ranged from dandruff control to color protection, Garnier Fructis’ objective was to capture market share in a wide range of benefit-oriented segments of the hair care market. Garnier Fructis offered consumers affordable but sophisticated hair care products that promised to deliver on a range of needs. Garnier Fructis promoted its hair care products as natural and high technology that offered everyday hair care needs for moisture, curls, dandruff control, color protection, and nutrition. With such a wide range of products, Garnier Fructis offered a one-stop shop for all hair care product consumers; a strategy followed by almost all major hair care product manufacturers. However, it was Garnier’s smart marketing communications strategy that enabled Garnier Fructis to become a leading name in the consumer hair care market. With the support of L’Oreal, its parent company, Garnier Fructis began its operations on a sound financial foundation. In 2004, Maybelline New York, another subsidiary of L’Oreal, announced a $180 million marketing campaign in order to move Garnier Fructis from a niche brand to a national brand.1 Garnier Fructis was introduced in the U.S. as a mass-market consumer hair care product. Its successful debut overseas as a niche product served as a launching pad for its introduction in the U.S. as a mass-market product. In order to create a successful national brand, the brand message needed to be communicated effectively and efficiently. Garnier Fructis’ marketing communications focused heavily on advertising, sales promotion, and public relations. This generated

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